Pharmacies can be found in malls, on residential streets, in the supermarkets and beside clinics all across UAE. It is nearly as ubiquitous as optical shops. They both have products that customers are very interested in, and both deliver those products in a little bag that most people don’t pay much attention to. But in these kinds of stores, the bag has a lot more meaning than in a great deal of other retail store.

Privacy comes first

Making the purchase of medicine is private. When customers pick up a prescription, a pregnancy test or a skincare treatment, they don’t want the contents to be visible to the entire lift or car park. This is the reason many pharmacies opt for dense, opaque paper – usually kraft ranging in weight from 70-90 gsm – so that what’s inside is not visible, but is still light enough to fold rapidly.

It’s more than just opacity. A neat seal of a bag, which may be done with a fold or a sticker seal, means that the contents of the bag are not accessible to anyone but the customer and it lets the customer know that the pharmacist is being discreet about what they are selling to the customer. The little things are what can make people return to the same pharmacy.

Clean, simple and hygienic

Care is taken in handling the products in the pharmacy and in the optical as they move from shelf to counter, and the packaging should match. A clean, fresh bag is what customers are looking for, not a bag stored in a dusty corner. Keeping bag stock in closed containers, in a dry area off the floor and entrance, and filling the counter in small amounts: Good practice, simple.

It is fair to request information regarding quality systems from the supplier. FSSC 22000 and ISO 9001 certified manufacturers have audited processes in place for materials, hygiene and production conditions. That makes the supplier a much simpler approval with internal quality and procurement teams for a Pharmacy chain.

The right sizes for the counter

Most of the items bought in the pharmacy are small items such as a box of tablets, a tube of cream or a bottle of syrup. Too large bags are considered to be a waste and will slow service, and too small bags will require staff to double up. Typically, a short range includes nearly all:

• A small flat pouch that holds one thing or prescription.
• A medium-sized bag containing a few products or larger boxes.
• Large basket with handles for baby and personal care items.

The flat bags without handles fill up fast, and don’t take up too much under the counter, especially in a small pharmacy where every shelf is utilized.

Opticians: a premium moment

The situation is different for optical stores. A new pair of glasses or sunglasses is a thought out purchase, it may be a big one. The customer has taken time to select frames and wait for the lenses, and it is a moment of satisfaction when he arrives at the frames.

The packaging for opticians is slightly higher quality: hard case doesn’t bend in the bag, a clean finish, maybe a matte surface and comfortable handles. Inside can be placed a care card, which includes information on how to clean the lenses. For the customer, this is the last step in a meticulous service—make it feel that way for them.

One look across every branch

There are many pharmacies and optical stores in the UAE, which are part of chains having dozens of outlets. Consistency is the tough constraint for them. For a customer, it doesn’t matter if they visit a branch in Dubai Marina, Sharjah or Al Ain, they should be provided with the same bag, the same colour of the bag and the same logo.

This consistency is based on fixed specifications: paper and colour reference, print and sizes to be documented and repeated for each order. Planning is also a key factor in this. Improvised bags will start to show when each branch is ordering and the time is different, the brand will lose uniformity.

Bilingual and clear

Pharmacies have a very diverse population. Many will have their name printed in Arabic and English, and some will include a few words of information, such as delivery, or a pharmacist helpline or opening hours. Don’t over complicate the design, remember core elements such as logo, contact information and a good amount of white space. A messy shopping bag doesn’t make for a good-pharma bag.

Getting it right

Pharmacy and optician packaging is not a difficult task, however, it is a no-nonsense task. It must ensure privacy, be neat and uniform in all stores. When a pharmacy chain briefs a supplier such as Vita Group, the useful starting questions are practical ones: What opacity should the paper be, which 2-3 sizes is the counter using anyway, and how will the specification be maintained on each successive order?

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