Pharmacies across France are increasingly adopting retail strategies to enhance their commercial appeal, according to multiple reports. These strategies include well-planned customer journeys, clearly defined product categories, and theatrical elements to make their offerings more attractive. "Category management" is becoming more established in pharmacies over the past decade, focusing on managing product categories based on patient needs and uses rather than just brands. For example, at the City Hall pharmacy in Saint-Herblain (Loire-Atlantique), this approach was applied to the incontinence category, initiated by the Giphar group. Laurent Ordas, owner of the pharmacy, explained that they created a cabinet bringing together main brands of urinary protection products, slips, and cleansing gels. This approach has led to a 0.9% increase in incontinence sales by the end of July 2026, compared to a -1.2% decline in the same period in 2025, while overall pharmacy market sales in this category declined by 0.6%. Managing patient flows in pharmacies allows for smoother journeys and encourages impulse purchases in high-traffic areas. Aline Dubreuil, owner of the Lafayette Centrale pharmacy in Belfort (Franche-Comté), noted that products placed in checkout lanes, such as scented mists, have sold very well, prompting reorders. Laura Foubert, owner of the Lafayette pharmacy in Fleurance (Gers), emphasized that having a single line allows all patients to pass in front of discount bins and promotional areas, discovering the entire range of the pharmacy. During heatwave episodes, the Fleurance pharmacy grouped rehydration electrolytes at the inter-counters, which boosted their sales. The highlighted ranges change almost every week to match current needs. Strategic product placement is crucial in pharmacies with limited space. Karim Arnoux, owner of the Bonneveine pharmacy in Marseille (Bouches-du-Rhône), uses pharmacy management software Winpharma and his own tools to track product performance and manage rotations. Perrine Tudoux, owner of the Trinitaires pharmacy in Sarzeau (Morbihan), noted that distributor brands (MDD) allow competitive pricing on certain categories, even competing with large-scale retail. For example, MDD shower gels are offered at accessible prices and well displayed, working well for sales. Several common pitfalls in retail strategies were identified. Offering too many products risks excess stock, and misaligned product ranges or products displayed at different heights can create an impression of disorder. Not being transparent with laboratories can hinder collaboration, while overcharging endcaps with too many products can confuse the message. A monobrand and single-product display is more effective for impact. Systematic discount policies can degrade margins, so the challenge is to offer attractive prices on targeted products. Digital tools are increasingly used to manage assortments and optimize placements. Laurent Ordas uses "planogram" solutions from the Giphar group in collaboration with JDA Software. Morgan Remoleur, owner of the Grande Pharmacie de Bayonne (Pyrénées-Atlantiques), follows his main indicators with Jumo+ from Gers Data and Data Stat from Ospharm. The Trinitaires pharmacy uses a tool developed by the Santalis group that compares the performance of different areas and highlights categories needing improvement. Digital tools can also enhance advice at the counter, leading to better sales of associated products. Laura Foubert mentioned implementing Apodis, an AI-based solution that offers personalized advice based on patient profiles and needs. Specialization of staff is becoming a key issue as pharmacies develop their sales areas. At the Grande Pharmacie de Bayonne, each employee is specialized in a field and trained accordingly. At the Fleurance pharmacy, a commercial profile without health training was hired to manage the dermocosmetics area, handling communication, merchandising, and relationships with laboratories. Theatricalization techniques are also developing in pharmacies to create emotion and encourage product discovery. The window of the Grande Pharmacie de Bayonne is used monthly to create scenographies inspired by the universe of comics, attracting passers-by. The Belfort pharmacy's small-priced products table, with regular decor changes, has seen better results since theatricalization was implemented, highlighting one or two products. A "mask bar" installed in the parapharmaceutical area of the Grande Pharmacie de Bayonne increased mask sales from 250 to 600 units per month, with a peak of 1,000 units in August. The Belfort pharmacy also adopted this concept. Social media trends are being leveraged, with the Fleurance pharmacy installing displays at the entrance highlighting products popular on Instagram and TikTok, particularly relevant in a touristy rural area. Olfactory marketing is also being used, with the Grande Pharmacie de Bayonne experimenting with scent diffusion to enhance the brand's universe. A diffuser installed in the aisle increased the sell-out of the Prodigieux Oil by 25% and the Nuxe brand's sales by 18%. These strategies aim to attract attention and stimulate the desire to discover products that patients may not have sought. The Lafayette pharmacy in Belfort has a "wall of innovation" for new cosmetics, and the City Hall pharmacy highlights young brands from the GipharLab incubator. However, new cosmetic brands must find their place alongside historical references like Avène, Nuxe, and La Roche-Posay, as they may struggle to establish themselves in the long term. Six pharmacies have been highlighted as models of success, each with different profiles and sizes but sharing the same ambition to evolve their sales models. The Grande Pharmacie de Bayonne, taken over in 2024 by Morgan Remoleur, has achieved a revenue of 9 million euros, with a 75% increase in margin. The Bonneveine pharmacy in Marseille, after expanding its surface area, achieved a revenue of 7 million euros, with 70% from non-prescription products. The Lafayette pharmacy in Fleurance, after joining the Lafayette group, aims to increase parapharmacy sales to 30% of revenue within two years. The City Hall pharmacy in Saint-Herblain, part of the Giphar group, has seen a 4.5% revenue growth. The Trinitaires pharmacy in Sarzeau, after renovation, saw a 25% increase in beauty product sales. The Lafayette Centrale pharmacy in Belfort, expanded in 2025, is projected to achieve 7 million euros in revenue, with 48% from parapharmacy.