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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Table 13 - Example 2 of Core <strong>Consumer</strong> Channel Preferences<br />
Macro-Category Primary/Preferred Secondary<br />
Fresh Foods<br />
Packaged Foods<br />
Harris Teeter<br />
Harris Teeter<br />
Bi-Lo<br />
OTC<br />
VMHS<br />
Internet Stores, Local Vitamin Shop<br />
(remedies are herbal/homeopathic -<br />
does not buy conventional OTC)<br />
NA<br />
CVS, Rite-Aid<br />
Home Cleaning Internet Stores Harris Teeter, Bi-Lo<br />
Personal Care Internet Stores Harris Teeter<br />
General Merch<strong>and</strong>ise <strong>for</strong> the Home Target -<br />
Targeting Categories <strong>and</strong> SKU Mix to Health <strong>and</strong> <strong>Wellness</strong> Orientations<br />
Channel <strong>and</strong> <strong>Consumer</strong> H+W Orientation<br />
Retail channels vary with respect to their appeal to consumers of varying H+W orientations.<br />
Matching up retail channels to product pathways, one can strategize in a general sense about what<br />
type of product category <strong>and</strong> SKU mix should exist in any particular channel to please customers as<br />
they currently exist.<br />
In another sense, retailer strategies should look a bit beyond the current ―center of gravity‖ of H+W<br />
appeal that their channel corresponds to, in order to maintain H+W relevance as time moves<br />
<strong>for</strong>ward. Recalling an earlier section of this report, both H+W consumers <strong>and</strong> the World of H+W itself<br />
evolve, generally in toward (but often not into) the Core. So, <strong>for</strong> example, at the moment a<br />
mainstream grocery store might largely appeal to those in the Periphery <strong>and</strong> outer portions of the<br />
Mid-Level, that same store should make moves toward accommodating consumers that have moved<br />
further into the Mid-Level to future-proof the store from a H+W st<strong>and</strong>point. However, there are limits<br />
to this as well, <strong>for</strong> instance, specialty grocers may not want to push their appeal too far toward the<br />
Core given their existing, strong Mid-level appeal.<br />
On the chart below, various channels are shown with both a ―center of gravity‖ showing where their<br />
appeal is most intense in the context of H+W, as well as ―tails‖ that show, generally, how wide the<br />
appeal extends (though to a less intense degree) into adjacent segments of H+W. For instance,<br />
Mainstream Drug appeals most intensely to Periphery consumers concerned with convenience <strong>and</strong><br />
oriented toward more traditional OTC products (<strong>and</strong> Rx) in their underst<strong>and</strong>ing of ―health.‖ However,<br />
their appeal also extends into the Mid-level, as they also offer some level of products that appeal to<br />
Mid-level consumers e.g. some level of specialty supplements are typically present in most<br />
Mainstream Drug stores. Definitions of each channel appear below the chart.<br />
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