Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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CHAPTER 4 | Health <strong>and</strong> <strong>Wellness</strong> at Retail<br />
Introduction<br />
In this chapter, we cover the retail aspects of H+W, with an eye toward strategic br<strong>and</strong>-building.<br />
Leveraging the in<strong>for</strong>mation in this chapter will be helpful <strong>for</strong> any retailer looking to increase their level<br />
of positive H+W impressions with their shoppers. We begin with a discussion of some broad themes<br />
<strong>and</strong> patterns that are critical issues in H+W retail. Then, we provide an overview of retail channels<br />
that includes Grocery, Drug, Mass, <strong>and</strong> Club stores. Following that, there are H+W-focused sections<br />
on consumer channel use, targeting categories <strong>and</strong> SKU Mix, <strong>and</strong>, finally, cultivating wellnessoriented<br />
retail spaces.<br />
What You Will Learn In This Chapter<br />
<strong>Consumer</strong>s are relying on a multitude of channels <strong>for</strong> their Health <strong>and</strong> <strong>Wellness</strong> shopping<br />
However, different consumer segments have preferred channels <strong>for</strong> Health <strong>and</strong> <strong>Wellness</strong><br />
purchases. Drug, mass <strong>and</strong> club stores appeal most strongly to Periphery consumers,<br />
grocery stores appeal most strongly to Mid-level consumers <strong>and</strong> specialty grocery <strong>and</strong> drug<br />
stores appeal most strongly to Core consumers<br />
<strong>Consumer</strong>s prefer to make direct comparisons between conventional <strong>and</strong> Health <strong>and</strong><br />
<strong>Wellness</strong> products in the store. There<strong>for</strong>e, retailers should strongly consider integrated<br />
product sets whenever possible<br />
Retailers should leverage food whenever possible as a Health <strong>and</strong> <strong>Wellness</strong> ―stepping<br />
stone‖ into other non-food categories (i.e., take advantage of food adjacencies)<br />
<strong>Consumer</strong>s are looking to retailers to help ―edit‖ the number of product choices in many<br />
Health <strong>and</strong> <strong>Wellness</strong> categories<br />
Complex Health <strong>and</strong> <strong>Wellness</strong> categories could benefit from simplified shelf management<br />
<strong>and</strong> product-specific signage<br />
The overall store layout <strong>and</strong> design can help or harm consumer Health <strong>and</strong> <strong>Wellness</strong><br />
perceptions of the retailer<br />
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