Consumer Shopping Habits for Wellness and Environmentally ...

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Slippery Category Boundaries Closely related to the tyranny of choice issue are slippery category boundaries. This occurs when shelves full of goods modulate between categories or subcategories without well-defined borders. The net effect is that shoppers become frustrated as they struggle to decide where they should be looking at a shelf. Creating H+W-Friendly Store Aesthetics There are two levels of attention here. The first relates more to basic maintenance of store aesthetics, and keeping the store looking good on a day-to-day basis. While this seems like something obvious to pay attention to, it is often found lacking in mainstream shopping channels. The second reflects longer term, more permanent aesthetic planning and design. Maintaining Appearances that Indicate a Higher Standard of Care There are a few particular practices (or, rather, omissions), highly visible to consumers, which quickly minimize standard-of-care (and quality) impressions: Partially empty bins, where restocking looks ―spotty.‖ Shelf facings with obvious ―holes‖ that are not maintained vigorously. Random pieces of equipment e.g. reusable plastic shipping containers left in aisles with random merchandise in them. For instance, below are two pictures of personal care items, showing conditions (crisply-faced at top vs. ―gapped‖ facing below) that lead to two different levels of quality perception. Figure 119 - Comparison of Shelf Facings 164
Building Positive H+W Impressions through Aesthetics Consumers associate higher quality levels with better looking store spaces. Higher quality generally correlates quite closely with overall impressions of H+W as well; they are in many ways two sides of the same coin. The reverse is also the case, where a lack of detailed attention to aesthetics tends to convince consumers that something other than quality (most likely, cost containment) is guiding the choices that a retailer makes. In a thematic sense, the objective here should be to move away from the more industrial and warehouselike looks of the past (imagine a grocery store in the 1970s) that reflected ideas of utility, efficiency, and economy, and instead move toward looks that convey today‘s consumer, who is increasingly oriented more toward quality than utility, even in tougher economic times. For instance, compare the top photo to the bottom photo, showing differences in shelf materials. The top photo creates a much starker, utilitarian feel. The bottom photo carries Figure 120 - Comparison of Shelving Materials more of a message of quality and H+W, simply through the use of updated shelving materials. Below, we summarize the key variables to manipulate in making a store look and feel contemporary and oriented toward higher quality levels. Shelving Move away from utilitarian shelving (typically metal, often painted off-white) toward more natural (e.g., wood) or higher-end (e.g. chromed) shelving particularly in areas where H+W goods are a focus. Avoid high-stacked shelving and boxes on top of shelves, which produce warehouse-like impressions, and use lower shelving where possible, to provide a feeling of spaciousness and elegance. Avoid ―busy‖ shelves with excessive POS materials hanging off of them. Interesting products tend to be visually lost when a shelf is too busy, and too much POS often looks ―junky‖ to consumers. Instead use simple, elegant shelf facings that are not visually distracting. 165
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Consumer Shopping Habits for Wellne
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Preface The Global Market Developme
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Introduction It is an exciting time
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Executive Summary Study Dimensions
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u Some categories show serious cons
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CHAPTER 1 | Project Overview and Me
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What important similarities and dif
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1/3 of participants with children u
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CHAPTER 2 | Consumers, Health and W
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Thus, the Mid-level is generally wo
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least amount of consistent H+W acti
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Figure 5 - Example Products in a Co
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Figure 7 - Meaning of H+W across th
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decline, and body aches and pains e
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Top Conditions The table below summ
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Figure 14 - Separation to Holism H+
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Key Dimensions of Consumption in th
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Social Networks Consumers‘ friend
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Geographic Distribution of H+W Cons
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Qualitatively, we have not seen sig
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Sustainability Sustainability as a
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Figure 21 - Sustainability Triggers
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Evaluating Responsible Companies Tr
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to most anything other than utter d
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Table 2 - Changes Made in Purchasin
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Q31: “How has your approach to sh
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CHAPTER 3 | Product Categories Intr
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Figure 26 - Purchasing of H+W food
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Categories Vary in Their H+W Resona
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Consumers may become ―stuck‖ (s
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Figure 31 - Importance of Being Nat
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Figure 33 - H+W Products Where Ther
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Figure 34 - Most Important Sustaina
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this. Additionally, some consumers
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H+W Relevance describes if and how
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Figure 39 - Functional Beverage Dec
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Figure 42 - Dietary Supplement Usag
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immune response. Bioavailability al
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
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Figure 53 -Initial Usage of Natural
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Figure 55 - Hair and Skin Care Deci
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consumers often simply default to a
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Shopping Barriers for Hair and Skin
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Figure 64 -Reasons for Initially Pu
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Figure 66 - Concerns about Hazardou
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In addition, laundry detergents are
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likely to minimize the amount of OT
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Q32: “When you buy over the count
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offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
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Figure 82 - Feminine Hygiene Purcha
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Product Example Organyc provides a
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Brand and Product Offerings For the
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Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
Page 117 and 118: Retains essential vitamins Made in
Page 119 and 120: Key Packaging Considerations Immedi
Page 121 and 122: Biokleen Automatic Dish Powder On t
Page 123 and 124: Critical Issues in H+W Retail Below
Page 125 and 126: when a consumer does become more in
Page 127 and 128: having consistently low prices in t
Page 129 and 130: Drug Mainstream drug stores have mo
Page 131 and 132: Figure 99 -Top Products Purchased a
Page 133 and 134: importantly as fresh food stores fo
Page 135 and 136: Target) as well, trusting that pric
Page 137 and 138: Core Consumer Example 1 Suzie lives
Page 139 and 140: Please note that below we detail si
Page 141 and 142: Figure 101 - Example Channel-Catego
Page 143 and 144: PRIORITY CATEGORIES Home lighting o
Page 145 and 146: o Like mass channel stores, club st
Page 147 and 148: consumers often transition from pri
Page 149 and 150: Moderate to high level of selection
Page 151 and 152: o H+W-oriented products should free
Page 153 and 154: priority‖ in the specialty drug c
Page 155 and 156: Figure 108 - Desirability of In-Sto
Page 157 and 158: In-Store Health Services Consumer A
Page 159 and 160: Services Should be Physically Separ
Page 161 and 162: Other categories in order of prefer
Page 163 and 164: At the exit, relevant actions inclu
Page 165 and 166: SEGREGATED H+W PRODUCTS ARE HARD TO
Page 167: Figure 118 -Product Categories with
Page 171 and 172: CONCLUSION The burgeoning Health an
Page 173 and 174: Figure 7 - Meaning of H+W across th
Page 175 and 176: Figure 57 - Hair Care Brands ......
Page 177 and 178: Figure 107 - Specialty Drug Channel
Page 179 and 180: Research Study Sponsors GMDC thanks
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