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For decades, gondola shelving has provided storeowners of all types with durable, affordable and versatile display options. Gondola systems have the ability to fit in

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

to almost any retail scenario regardless of merchandise or customer demographic and are available in a myriad of materials, finishes, sizes etc. As a result, selectin

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

the right gondola system has the potential to be pretty overwhelming. Over the course of the next two articles, we will be highlighting the fundamentals of putting t

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

gether a gondola system that maximizes the potential of your store, fits into your budget, and keeps your customers coming back.

Determining a layout is the first ste

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

toward making a gondola system work well for your store. The decision to use gondolas vs. slatwall, grid, wood shelving or custom fixtures depends a great deal on wh

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

t you are selling, who you are selling to and the limitations of your budget. A good rule of thumb is the greater the volume of product, the more gondola shelving you

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

should use. That’s why you see gondola systems used heavily in convenience stores, supermarkets, dollar stores, etc., as these retail situations often require the simu

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

taneous display and storage of many items on the same shelf.

Next consider the height of your gondolas. Obviously, the taller the gondola system, the more space you

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

an use to merchandise. Height does have its disadvantages however since taller gondolas decrease customer visibility and lead to a greater theft risk. Taller shelvin

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

also requires more customer assistance for issues like hard-to-reach items, which can divert time from both you and your employees. By taking the time to consider su

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

h key elements as the volume of your merchandise and available manpower it will be easier to decide on a height configuration that fits your store.

The last layout as

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

pect we will discuss is shelf depth. As in considering gondola height, the shelf depth of your gondolas has a lot to do with how much you’re going to be able to merch

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ndise. The overall size of your retail space also comes into question at this point, because the deeper your base shelves, the less room you have for aisles. Aisle d

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

pth is an important factor in store design as it affects everything from the traffic flow in your store to your ability to abide by local laws for customers with disab

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

lities. Typical aisle space ranges from 48” to 72” and has much to do with balancing your customer’s comfort level with the demands of your inventory presentation.

Fi

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ally, we suggest that a good starting point for any gondola layout is an overhead drawing as well as an elevation of the setup you’re looking for. Whether it’s as sop

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

isticated as a CAD drawing or as simple as a sketch on a napkin, using a visual representation of what you’re trying to accomplish is the best way to avoid the creatio

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

of a poorly designed retail space.

Now that we’ve covered the basics of a gondola layout, it’s time to delve into the selection of the units themselves. All this an

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

more will be covered in Gondola Shelving Demystified: Part 2 - The Units. Until then take care, and happy retailing!

© 2006 Adam Jones
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

tp://www.triodisplay.com/">www.triodisplay.com

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tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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