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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Services Should be Physically Separate<br />
Regardless of store context, consumers generally feel that any quasi-clinical services should be<br />
per<strong>for</strong>med in a closed off, spatially distinct area, apart from other parts of the store. In many<br />
instances this is driven by privacy concerns, however, in stores where food is a focus, this is also<br />
motivated by a strong urge to keep food <strong>and</strong> anything that may involve bodily fluids <strong>and</strong>/or sick<br />
people separate from the rest of the store.<br />
Expertise Drawn from Outside the Store<br />
<strong>Consumer</strong>s look to authorities outside of the retailer to confirm that personnel per<strong>for</strong>ming health<br />
services have received the proper training. In other words, a ―regular store employee‖ should not be<br />
administering such service; consumers don‘t trust ―someone who might as well be slicing turkey‖ to<br />
provide such services. Instead, they expect a ―real nurse‖ or equivalent, just like, <strong>for</strong> years, they have<br />
trusted that pharmacists have been through a specific educational <strong>and</strong> certification process prior to<br />
working as pharmacists.<br />
Who Pays What?<br />
The tangled web of health insurance is a top-of-mind concern <strong>for</strong> consumers when they consider the<br />
idea of in-store services. <strong>Consumer</strong>s want to know who will pay <strong>for</strong> what, <strong>and</strong> seek to avoid many of<br />
the complications of insurance that they have experienced in the past. This strongly suggests that<br />
any retailer offering such services make insurance/payment details immediately available <strong>and</strong> as<br />
uncomplicated as possible. Of course, those lacking health insurance have no such concerns, <strong>and</strong><br />
would look toward in-store health services as perhaps a less-expensive way to get basic care.<br />
Quantitative Findings on Desirability of Health Services<br />
Learning Features<br />
By learning features, we mean in-store features that in<strong>for</strong>m consumers about H+W in almost any<br />
<strong>for</strong>m, however, in large part we mean advice from store employees <strong>and</strong> signage <strong>and</strong> other fixed<br />
materials that serve as in<strong>for</strong>mation resources.<br />
As we‘ve mentioned in several places in this report, the thirst <strong>for</strong> knowledge that consumers tend to<br />
exhibit in the Mid-level is very important to keep in mind when constructing H+W strategies. This is<br />
particularly important in retail spaces, which <strong>for</strong> many consumers, serves as the primary source of<br />
H+W in<strong>for</strong>mation.<br />
There are some unique challenges <strong>for</strong> some retailers here. In an ideal world, a retailer would be able<br />
to devote significant resources to providing in<strong>for</strong>mational features, especially dynamic elements such<br />
as staffed displays. But, of course, the reality is that resources (<strong>and</strong> space) are limited, <strong>and</strong> often<br />
fixed displays are the only option.<br />
Focus <strong>for</strong> Learning Features<br />
Learning features should focus on explaining, in compact language, what distinguishes products <strong>and</strong><br />
what particular attributes make products desirable. For instance, if building a display to explain the<br />
advantages of an entry-level natural cleaning product, which typically begins to have appeal to<br />
consumers in the ―shallow‖ Mid-level (i.e. just into the Mid-level near the Periphery) there are three<br />
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