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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o<br />
As a general provider of non-specialized sporting equipment, the mass channel<br />
probably should not place extra emphasis here, however, some items with specific<br />
H+W appeal may be featured e.g. yoga mats.<br />
Club Stores<br />
RANGE OF H+W APPEAL<br />
Club stores, like mass channel stores, do have some inherent limitations on their overall H+W<br />
appeal. They are associated largely with ―bulk‖ <strong>and</strong> economy pricing that generally appeals most<br />
strongly to Periphery <strong>and</strong> ―outer‖ (toward the Periphery) Mid-level consumers, <strong>and</strong> often there is not<br />
a predictable set of H+W goods across categories, making H+W shopping in these stores somewhat<br />
―opportunistic‖ rather than ―a sure thing.‖<br />
Figure 103 – Club Channel Category Mapping<br />
OVERALL STRATEGY<br />
Club stores should place the bulk of their emphasis on the Periphery <strong>and</strong> outer-to-middle Mid-level,<br />
similar to the emphasis of the mass channel. This would push channel H+W appeal slightly <strong>for</strong>ward<br />
of nexus of Periphery <strong>and</strong> Mid-level, where it currently sits.<br />
Stores within highly H+W-oriented areas e.g. Portl<strong>and</strong>, Oregon, should push a bit further into the<br />
Mid-level, offering favorable pricing on selected SKUs in specialty supplements <strong>and</strong> natural personal<br />
care products.<br />
PRIORITY CATEGORIES<br />
Home lighting<br />
o Similar to the mass channel, while this is not a direct H+W category, it is a ―win‖ <strong>for</strong><br />
the retailer as far as ―doing the right thing‖ in the eyes of consumers, with obvious<br />
purchase rationale.<br />
OTC<br />
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