Why should I place an AI assistant in the physical space of a pharmacy to promote self-care products, when customers tend to buy them online or from alternative points of sale, in search of the best price?
A very insightful question raised by a pharmacist during the educational seminar organized by the Larissa Pharmacists’ Cooperative (S.O.F.L.A.) on Thursday, April 10th, with guest speaker Konstantinos Varsamos.
The answer to this question depends on how we define the role of the AI assistant within the physical pharmacy space. If customers shop online primarily for price reasons, then the physical store must offer something beyond simple product availability. An AI assistant can be a tool for differentiation, added value, and personalized market research—not just a digital salesperson.
1. Customer Experience
An AI assistant can attract attention and provide a personalized experience. Its role isn’t to sell, but to inform in a smart and engaging way, creating a positive impression of the store.
2. Education & Awareness
Many customers buy supplements without proper guidance. The assistant can provide short, personalized information based on needs (e.g., “I want something for energy,” or “What is vitamin D?”). This builds trust in the physical store as a source of knowledge, not just a place to buy products.
3. Encouragement
Supplement purchases are often impulsive. If the customer is already in-store, an assistant can serve as a smart, non-intrusive reminder or motivator—for example, with a friendly message like:
“Looking to boost your immune system? Check out our most popular supplements here!”
4. Differentiation & Innovation
An AI assistant gives the store a high-tech profile, showing it embraces modern technology to enhance service. This strengthens the image of the pharmacy as modern and innovative—positively influencing customer perception, even if a purchase doesn’t happen right away.
5. Data Collection
If interactive, the assistant could record customer preferences or habits (while respecting privacy), offering valuable insights for targeted marketing or inventory planning.
If implemented with the right strategy (not as a gimmick, but as a smart tool for guidance and branding), the AI assistant can shift the mindset from “I go online for a better price” to “I go to the pharmacy for a better experience.”
