APPLYING LAYOUT AS A MARKETING STRATEGY IN PHARMACIES: SPACE OPTIMIZATION TO INCREASE SALES AND CUSTOMER SATISFACTION

Abstract

This study investigates the application of layout as a marketing strategy in pharmacies, focusing on optimizing physical space to increase sales and improve customer experience. Using a qualitative methodology based on bibliographic research, the research analyzed academic articles and documentary sources published between 2019 and 2024. The results show that the adequate organization of products in the sales environment positively influences consumers' purchasing behavior, increasing the visibility of items and facilitating navigation within the pharmacy. In addition, the strategic use of layout can strengthen brand perception and promote customer loyalty. It is concluded that, for pharmacies to remain competitive in a highly dynamic market, it is essential to implement layout practices that add value to the business, maximizing the effectiveness of the point of sale and creating a satisfactory shopping environment for consumers.