Shelf Life | Talking Shop Supplement
Greetings from the Shelf Life team, and welcome to the second edition of this magazine, showing you how to make your displays and fi xtures inviting and ideal for your customers.
If you’ve already had the chance to read Shelf
Life’s ‘parent’ magazine, Talking Shop, you’ll be up to speed with the latest news, knowledge and customer service techniques for smoking cessation and heart health. But these are just two areas of pharmacy that are topical right now – and there are many others you can embrace to benefi t your customers, keeping them loyal to the products you offer and the advice you provide.
One of them is family planning and contraception.
With February the month of Valentine’s Day, love is in the air. But it’s also a dreary month, so it’s important your pharmacy looks bright and inviting – and in this edition we’ll suggest ways to make your family planning fi xture work hard for you, featuring the latest products and the most recent fi ndings about the way your customers shop in this category. Remember, this is not just about making your shelves look good.
From a recent government inquiry 1 into teenage pregnancy levels, to exciting new product launches and updates, there’s a lot happening in this category meaning now’s the time to act. And since family planning and contraception affects all ages, we’re sure acting now will help attract customers – of all generations.
The old adage that ‘sex sells’ doesn’t appear to be limited to just advertising. In fact, in recent times, it seems to be true of contraceptive products, with sales of condoms alone rising signifi cantly in the last year.
The topic is also in the headlines too, with MPs calling for ‘compulsory relationship education’ in schools, after a big inquiry into Britain’s high level of teenage pregnancy concluded in December.
1
It’s trends like these, and the following points, that suggest now is a good time to refresh your family planning and contraceptive product fi xture.
1
The UK has the highest rate of teenage pregnancy in Europe – but there are trends affecting older women too.
Abortion fi gures in women aged 30 to 34 have risen by about 10 per cent in the past three years, 2 and the government recently said that this increase could be due to
‘erratic provision of contraceptive services’.
3
2
Irrespective of social trends, condoms have been fl ying off the shelves.
4 In fact, in the week ending 10 November 2012, sales had risen by 7.7 per cent from the previous year, with category leader Durex gaining a slightly bigger boost at 7.9 per cent. In total the condom category is worth
£20.2million in the UK alone.
3
Globally, sexually transmitted diseases (STDs) affect 350 million people every year.
And despite better education and a more open environment for discussing safe sex, the UK has seen a steady rise in all STDs every year for the past decade.
5
4
Despite massive advances in medicine, global fertility rates have not changed in 20 years.
6 This fi nding, from the World
Health Organisation, may mean that while couples trying for a family may have more medical advancements to turn to, they still require the same tried-and-trusted techniques, advice and support.
We know the world of pharmacy can be full of frustrating abbreviations and acronyms… So we aim to lose the lingo and banish the buzzwords to help you apply information quickly and easily, leaving you to get on with what you’re best at – delivering fi rst-class healthcare to your customers.
References Page 3 –1 and 2. Stratton, Allegra. BBC (19 December 2012) “MPs call for compulsory relationship education”; www.bbc.co.uk. Retrieved 9 January 2013. 3. Hastings
Observer (28 December 2012) “Inquiry’s report into unwanted pregnancies”; www.hastingsobserver.co.uk. Retrieved 9 January 2013. 4. Data kindly provided to AAH by Durex.
5. Avert UK (unspecifi ed date) “STIs and STDs in the UK”; www.avert.org. Retrieved 9 January 2013. 6. http://www.avert.org/std-statistics-uk.htm 6. Progress Educational Trust c/o
BioNews (7 January 2013) “Worldwide infertility rates unchanged in 20 years says World Health Organisation”; www.bionews.org.uk. Retrieved 9 January 2013
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Shelf Life | Talking Shop Supplement 4
Now we’ve shown you what’s been happening in the family planning and contraception category, it’s time to refl ect this in your fi xture – incorporating the latest products and packaging.
One of the biggest changes is to the bottom shelf, which should now display condoms and lubricants, making the most of the newly packaged Durex range. The colours are bright and bold, with an eye-catching style that encourages customers to be open about this traditionally-
1. Out with the old...
Okay, it’s obviously still winter, but not too early for a spring clean/ Remove the highlighted products, and see page 7 on how to action them.
More on page 7
2. Mini makeovers
The Durex range of condoms has had a massive revamp.
Packaging changes make the information clearer and a fresher, with a new striking design.
More on page 7
Top tips
• As you’re working through the shelves, make sure you discard any items that have past their use-by date.
• Are other products relevant to those buying items from this fi xture? For example, a woman buying an ovulation test may be trying for a family – she might be interested in a pre-pregnancy multivitamin.
Out with the old...
Ovulation Tests
Out with the old...
Pregnancy Tests
Condoms and Lubricants
New products including four new SKUs due April 2013
Out with the old...

Shelf Life | Talking Shop Supplement private topic. Of course, nobody wants to shout their sexual affairs from the rooftop, but the attractive Durex range does the talking for its customers.
Other enhancements and additions are on the cards for Clearblue products – but full details are yet to be confi rmed by the manufacturer. Here, we’ve taken the last shelf plan and refreshed it for today’s market, combining these product developments.
New products including four new SKUs due April 2013
Local
Space
New kids on the block
Add in Clearblue
One Step pregnancy test, CLE286W
Top tips
• Heard about the new-tothe-UK Billy Boy condoms from Germany? Seen them somewhere else in this magazine? Although not included in the below shelf plan, we can supply this range to your pharmacy. Speak to your Retail Business Manager to fi nd out more.
• Remember, condoms and oil-based lubricants should not be used together as this can cause damage to the condom.
3. New kids on the block
Although not entirely new to the market, add in the products shown. You’ll also need to use the relevant codes to order these items.
More on page 8
New kids on the block
Add in
KY Jelly product,
KYL0184S
Local
Space
4. Bestsellers in popular sub-categories
Make sure your fi xture is fully stocked with the family planning and contraception items customers never stop buying.
More on page 6
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Shelf Life | Talking Shop Supplement 6
You’ve now seen what needs to stay, change and be added to your family planning shelves but you’ll also need the extra information to order the products and advise customers about them.
Below is all this information in your handy table – once you’ve checked each item and taken the necessary steps, tick it off and move onto the next, ensuring your shelf is ripe and ready for your customers.
Actioned Order code
Top ovulation testing products
VAN1494R
CLE0323X
Vantage Ovulation Test
Description
Clearblue Fertility Monitor Test Sticks
CLE0285D
PER0414V
Clearblue Digital Ovulation Test – phasing out NPD ready April
Persona Test Sticks
Top pregnancy testing products
VAN1265F Vantage Midstream Pregnancy Test
ANS0005W
CLE0291A
CLE0250L
CLE0437R
CLE0436V
FRE0614Y
Top condoms
DUR0432J
Answer Pregnancy Test PMP 2.99
Clearblue Digital Pregnancy Test [new]
Clearblue One Step Pregnancy Test
Clear & Simple Pregnancy Test Strips
Clear & Simple Pregnancy Kit Midstream
Freedom Mid Stream Single Pregnancy Test
DUR0384A
DUR0433F
DUR0387L
DUR0530P
Durex Extra Safe
Durex Extra Safe
Durex Fetherlite
Durex Fetherlite
Durex Pleasuremax
Top lubrication products
DUR0527G Durex Play Lubricant Gel Feel
DUR0541P Durex Play Lubricant Gel Tingle
KYL0183W
KYL0184S
SYL0022M
K Y Jelly
K Y Jelly
Sylk Natural Personal Lubricant
Pack size
3s
12s
3s
12s
12s
50ml
50ml
75ml
75ml
40g
5
20
7 tests
8 tests
1
Single
1 test
1 test
3 strips
1 test
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Shelf Life | Talking Shop Supplement
7
Creating bright, attractive and easy-to-understand shelves is the name of the game for Shelf Life – and pages 4 and 5 show you how your family planning and contraception fi xture should be looking.
Here’s why:
Out with the old...
You should remove the following from your shelf, for the reasons shown:
• Durex Elite condoms (DUR0381M and
DUR0382X), which have been discontinued.
• Sell through Answer pregnancy test (ANS0006S,
£4.99). If your customers are looking for value for money, direct them to the Vantage test; if they’re willing to pay a little more, suggest they consider the latest technology with the
Clearblue range.
• Vantage digital thermometer (VAN1494R).
This is still current, but may be more relevant to your cough and cold, or fi rst aid fi xtures, since it is more popular within such areas. If this is not possible, move it to ‘local space’.
New kids on the block
Mini makeovers
There are two key areas that have been or are being refreshed: Durex condoms and
Clearblue products.
Four new Clearblue product SKUs are due in
April and many of the newly-styled Durex items can be ordered now or very soon. These are:
Order code Product name
Pack size
Availability Ordered?
Aside from the newly-styled Durex range, there aren’t many new family planning or contraceptive products. However, you should now add in the following popular products, using the codes indicated:
• Clearblue One Step pregnancy test, CLE286W.
• KY Jelly, KYL184S.
To be confi rmed
Clearblue: four new SKUs
DUR0614M Durex Latex Free 5s
DUR0646Q Durex Ultra Thin Feel 12s
From April 2013
From
February 2013
DUR0520L
Durex Extended
Pleasure
12s
DUR0672V Durex Mutual Climax 10s
DUR0527G Durex Feel Lube
DUR0541P Durex Tingle Lube
To be confi rmed
Durex Silicone Glide
DUR0599D
Durex Play
Vibrations
Switch to 60ml from April 2013
Switch to 60ml from April 2013
From mid-
February 2013

Shelf Life | Talking Shop Supplement 8
You’ve now learned all about what’s happening in family planning and contraception and why.
But how do you put that into practice in your pharmacy?
Use this checklist to ensure everything you’ve taken in is actioned, that you’re ready for customers and confi dent in how to open a conversation with them.
1
Can you identify the products on the cover?
We’ve included a sneak preview of a new-to-the-UK brand in the category. Using your detective skills, what can you fi nd out about it? What type of customer would it appeal to?
(There’s a clue on page 5)
Why might Durex have updated the packaging for its condom range? Compare the new style to the old…
2 Use a quiet time to gather with your colleagues:
Have you considered your training sessions for 2013? At a quiet time, like before your pharmacy opens, get together with your colleagues to discuss the category in relation to
OTC sales, script business and services you can offer.
For example, you could discuss the concerns a woman might face if she suspected she’d become pregnant.
How does this vary for different ages? What could you do to help and how would you adapt your approach to different women?
3 Apply your colleague discussions and what you’ve learned from Shelf Life:
Using a quiet time, what can you fi nd out using your own research about the new family planning products that are due in the next few months? What customer needs might have prompted the manufacturers to revise their products?
Again, using a less busy period – and the shelf plan on pages 4 and 5 – refresh your family planning and contraception fi xture.
Finally, celebrate your hard work. And we’d like to join you in that, by offering you the chance to win a £50 shopping voucher for pharmacies that submit a photograph of a refreshed family planning and contraception fi xture.* Speak to your Retail Business
Manager about getting involved.
4 Encourage your customers to fi nd out more.
Direct your customers to the All About Health magazine and website, www.allabouthealth.org.uk, where they can fi nd out lots about STDs and men’s health.
*Terms and Conditions Apply.
AAH Pharmaceuticals has made every effort to ensure the accuracy of the contents of this magazine is correct at the time of going to print. If in any doubt about running an offer or promotion you should take legal or professional advice. The description and prices of products and services are accurate at the time of going to press but may be subject to change. All product prices are
RRPs as advised by the manufacturers. You are free to set your own prices. Printed January 2013.
AAH Pharmaceuticals Ltd. Sapphire Court, Walsgrave Triangle, Coventry CV2 2TX Tel: 024 7643 2000 www.aah.co.uk Registered Company Number: 00123458