HOW PHARMACY OWNERS CAN WIN THE CUSTOMER EXPERIENCE CHALLENGE: THE VALUE OF SLOW RETAIL

How can pharmacies compete with the speed of e-commerce? By focusing on service quality and the unique sensory experience that only a physical space can offer. This vision was shared by Lee Peterson, Executive Vice President of WD Partners, during the recent National Retail Federation conference.

According to Peterson, many retailers make the mistake of trying to compete with online platforms in areas where these platforms excel: speed and logistics. Instead, physical stores should capitalize on what makes them unique—emotions, engagement, and the contextual value customers associate with the brand. In other words, the physical store should be where customers find inspiration, well-being, and personalized service.

Data from WD Partners reveals that about 70% of American consumers prefer to shop online to save time and effort. The main complaints about physical stores include disorder, difficulty finding products, slow checkouts, and poor customer service. These, Peterson argues, are fundamental retail mistakes—but they are also completely fixable. Addressing these issues can transform shopping from a chore into a pleasurable experience, providing a competitive edge against e-commerce.

"If you're wondering why stores are closing and you blame Amazon, the reality is that the problem isn't Amazon—the problem is you," Peterson remarked. This holds true for pharmacies as well: lack of organization, unqualified staff, and poor attention to detail can turn opportunities into losses. The key lies in innovating while staying true to core values, always putting the customer at the center.

Peterson introduced the concept of "slow retail," inspired by the slow food movement. It emphasizes quality over speed, creating a customer experience that is memorable and engaging. For pharmacies, this means prioritizing flawless service, well-organized spaces, and clear, appealing communication. For instance, pharmacies could eliminate checkout lines by introducing mobile stations or technologies that speed up payments while taking time to provide personalized advice and care to customer-patients. Creating wellness or health education areas can add further value, positioning the pharmacy as a go-to destination for health and prevention.

Another key aspect is offering exclusive assortments or in-store-only promotions, making a pharmacy visit a special and anticipated moment. Just as cinemas maintain exclusive rights to certain films before they are released for streaming, pharmacies can create unique experiential paths for their customer-patients. This not only encourages loyalty but also stimulates positive word-of-mouth, one of the most powerful tools to attract new customers.

Finally, WD Partners highlighted how important it is for consumers to have stores within walking or biking distance in their neighborhoods. In this context, pharmacies have a natural competitive advantage, as they are often deeply rooted in local communities. However, to fully leverage this position, investment in well-trained and attentive staff, visually appealing displays, and curated merchandising is essential. Pharmacies embracing slow retail could also consider collaborations with local producers or themed events to further strengthen their ties with the community.

Slow retail, when applied to pharmacies, means going back to basics: attention to detail, customer-centric service, and spaces that inspire trust and well-being. This approach not only differentiates pharmacies from e-commerce but transforms them into places people want to visit—not just out of necessity, but for pleasure. Creating welcoming environments focused on wellness can be the first step in redefining the pharmacy experience, turning it into a community hub where health and care seamlessly merge with positive and stimulating experiences.

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