Consumer expectations are evolving rapidly. The 2026 global trends show that customers now prioritise trust, transparency, convenience, and personal connection over price alone. For Irish pharmacies, this represents a clear opportunity: by combining trusted local care with modern retail experiences, pharmacies can strengthen loyalty, increase basket value, and stand out against multiples and online competitors. This guide summarises key global insights and translates them into practical steps for Irish pharmacies to enhance their customer experience.
Digital adoption is accelerating, but Irish consumers continue to value human connection, trust, and transparency. Pharmacies that leverage digital tools thoughtfully can improve efficiency, customer satisfaction, and loyalty while maintaining their core human care ethos (McKinsey, 2025).
Digital Convenience with Human Oversight
Insight: AI and automation are growing, but 50% of consumers cite loss of human connection as a top concern, and only 29% trust organisations to use AI responsibly (Consumer Experience Trends Report 2026 Qualtrics).
Implications for Irish Pharmacies: Technology should support, not replace, human interaction. Pharmacists’ empathy and expertise remain the most trusted elements of care.
Actions:
- Use digital tools for efficiency (EPOS data, online prescription ordering, SMS reminders), but ensure pharmacist oversight.
- Follow up AI-generated communications with personalised messages from staff.
- Train teams to balance digital workflows with friendly, approachable service.
💡 Example: An AI-powered prescription reminder can be sent via SMS, but a pharmacist’s signature or follow-up call reassures the customer and strengthens trust.
Data Transparency & Trust
Insight: 64% of consumers prefer tailored experiences, but only 39% trust organisations to handle data responsibly (EY, 2025; Qualtrics 2026).
Implications for Irish Pharmacies: Customers are willing to share health-related information only if its use is transparent and clearly beneficial.
Actions:
- Display privacy notices in-store and online.
- Clearly explain why data is collected and how it improves service (e.g., “We record your allergy information to ensure safe advice”).
- Provide simple opt-out or data deletion options for digital loyalty or marketing systems.
💬 Tip: Focus on contextual relevance rather than intrusive personalisation; e.g., seasonal health tips based on age or common local conditions.
Customer Engagement via Digital Channels
Insight: Selective Irish consumers prioritize trust and relevance over broad marketing campaigns (EY, 2025).
Actions:
- Implement email newsletters or SMS campaigns that provide value, not just promotions.
- Use loyalty apps to offer tailored recommendations or reminders while highlighting pharmacist expertise.
- Track digital engagement metrics to refine content and improve customer experience.
Digital Feedback Channels
Insight: Survey fatigue is high; 30% of consumers stop giving feedback after a poor experience (Qualtrics 2026).
Actions:
- Monitor online behaviour: website visits, click-throughs, and social media interactions.
- Capture informal digital feedback through comments or chat inquiries.
- Share digital insights with the pharmacy team to inform product placement and service improvements.
Irish pharmacies that integrate digital convenience with human care, respect customer data, and engage thoughtfully online will build trust, loyalty, and competitive advantage in a selective market.
References
https://www.qualtrics.com/ebooks-guides/customer-experience-trends/
McKinsey & Company (2025), State of Consumer.
EY (2025), What Matters Now: Price, Trust and the Rise of the Selective Irish Consumer.