Usefulness of Tools to Enhance Retention and Loyalty in Purchasing OTC Drugs from the Perspective of Clients of B&M Pharmacies

The fierce competition in the over the counter (OTC) drugs market is forcing manufacturers and sellers of these drugs, particularly brick and mortar pharmacies, to search for tools to increase retention and loyalty of their clients. So far, pharmacies have widely used various forms of short-term sales promotion to attract customers, but these are gradually losing their effectiveness and pharmacies are forced to start using other tools to support the retention and loyalty of their clients. This article first defines the forms of retention support suitable for OTC drugs and summarizes the results of a quantitative research among clients of brick and mortar pharmacies in the Czech Republic, focused on the perception of attractiveness of the various forms to support retention and loyalty from their perspective.