Alphega Pharmacy shows how getting closer to customers is key  

Alphega Pharmacy, the pan-European network of independent pharmacists which operates in association with Alliance Healthcare, has successfully piloted a Consumer Closeness training program with its member pharmacies in Italy, France and Spain. 

The pilot, which was launched across 50 pharmacies in France, forms part of a wider change program which has been developed by psychologists and aims to help pharmacists get closer to their customers by having a deeper and more meaningful conversation with them.

To increase the effectiveness of the training even further by providing real-life examples, Alphega partnered with Procter & Gamble (P&G) to launch a cross-selling module on oral care. The module encouraged pharmacists to practice their consumer closeness skills with their oral care customers, building their confidence to recommend the category and provide more holistic advice and solutions.

Following the training, pharmacists were encouraged to try out their newly developed consumer closeness skills with their oral customers. The results of the pilot revealed that the pharmacies taking part demonstrated a significant increase in product sales and average basket size. 

Following the success of the pilot, the Consumer Closeness program, which aims to increase customer satisfaction and loyalty to the local pharmacy, will be rolled out to more pharmacy members in France, Spain and Italy.

Alphega Pharmacy appoints Giacomo Toscani as Managing Director, Pharmacy Europe  

Alphega Pharmacy today announces the appointment of Giacomo Toscani to the role of Managing Director, Europe, effective 1 July 2017.

Giacomo succeeds Caitlin Sorrell, who has decided to pursue other activities for personal reasons.  During her tenure, Caitlin played an instrumental role in developing the Alphega Pharmacy network and establishing the brand in a number of key European markets. Caitlin leaves with the warmest thanks for her outstanding contribution to the Alphega Pharmacy.

Giacomo has extensive retail market experience, having held senior roles for major global brands such as Geox and Luxottica. He joins Alphega Pharmacy from the Fossil Group where he held the position of Head of Franchising and Partnership EMEA. Prior to that, he served as Head of Portfolio – EMEA, with responsibility for all licensed brands, including Emporio Armani, DKNY and Diesel. In his new role, Giacomo will be based in Weybridge, United Kingdom, reporting to Juan Guerra, Senior Vice-President, Managing Director, International Wholesale, Walgreens Boots Alliance.    

Commenting on Giacomo’s appointment, Juan Guerra, said:

“I am really pleased that a professional such as Giacomo, with his wealth of retail experience and European market knowledge is joining Alphega. He will play a key role in further expanding the network across Europe and ensuring that our pharmacists fully benefit from their membership. I am looking forward to working with him.”