Progressive Grocer

JAN 2017

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66 | Progressive Grocer | Ahead of What's Next | January 2017 is program customization should extend to the various demographics served by supermarkets. "In recent years, a major topic of discussion is the rise of Millennials as consumers, and how best to reach this group while still resonating with older age groups," says United's Jurek. "is will continue to grow and develop, especially with Generation Z beginning to reach adulthood. Health-and-wellness teams will need to continue to adapt the messaging to methods that appeal to these different groups." Additionally, when publicizing their health-and- wellness offerings, retailers should directly address convenience. "e key is to really resonate with consumers' needs by targeting your promotions or merchandising efforts to provide meal solutions like quick weeknight dinners, one-pot meals or top-10 pantry staples," suggests Jalkiewicz. Accordingly, Coborn's is touting the convenience of a new feature in its newest locations. "As we fol- low trends within health and wellness, we see that individuals are searching for convenience," says Peick. "However, we are finding that many of them still want to be engaged in a simple form of the overall cooking process. From these trends we have implemented a Chop Shoppe in our next-generation stores. e Chop Shoppe is the spot where we chop your fresh produce however you'd like it. is is extremely convenient for our shoppers to increase their consumption of fruits and vegetables without having to take the time to prepare them." ere's also the issue of visibility. "It's both dif- ficult and expensive for dietitians to be personally on the floor at all times," notes Jorgensen. "However, they can be visible in other ways, such as through at-shelf communications like 'Our dietitian recom- mends' and 'Did you know?' signage." He addi- tionally advises that dietitians offer store tours for customers, incorporate access to their services into telephone and online customer service offerings, and work hand-in-hand with store pharmacists to better connect grocery and pharmacy. Partners in Health As Jorgensen indicates, health-and-wellness programs enable retailers to engage with customers beyond the food aisles. Jalk- iewicz also urges in-store dietitians and pharmacists to work together more. "Building an excellent referral sys- tem between dietitians and pharmacists is a great way to grow your one-on-one consultations with customers, and also for dietitians to refer customers back to the pharmacist if they have questions regarding medications," she explains. "Dietitians and pharmacists can also team up during health screenings in the store and in the community." "Drug interactions, diet regimens and supple- ments are all areas of the store where the pharmacist can help guide the shopper and work more strategi- cally with the supermarket RD to positively influ- ence their shoppers' lifestyles," notes Borra. "ere are excellent opportunities for pharmacists and dietitians to help patients with their diet questions and treatment needs." Pharmacists can boost their visibility through at-shelf communications similar to those suggested for dietitians, Jorgensen observes, as well as offer private-brand precision wellness services. "Phar- macists can make personalized dietary and lifestyle recommendations based on data from wearable activity trackers, DNA test kits, blood biomarkers and microbiome analysis," he says. "is is also an opportunity for retail dietitians." e idea is that "the dietitian can perform the role of the pharmacist's extension throughout the store," asserts Jorgensen. "Daymon believes that bringing pharmacy and grocery together is one of the most compelling opportunities for retail in the next few years." He further advises that category managers and Health and Tech Retailers are just starting to take ad- vantage of innovative technologies in designing and promoting their health-and-wellness programs. "Technologies such as mobile, augmented reality and virtual reality are key to high-impact health-and-wellness merchandis- ing," says Carl Jorgensen, director, global thought leadership- wellness at Stamford, Conn.-based Daymon, citing Whole Foods Market's Whole Body Mirror, which, he notes, "attracts shoppers with a playful look at their 'aura,' and then suggests a related health product." Beyond the supermarket channel, Jorgensen points to Rite Aid's in-store tablet, which guides customers through a process to find the right supplement for their needs, and Walgreens' private-brand Well at Walgreens activity tracker, a wearable fitness monitor that directly competes with such well-known brands as Fitbit, Garmin and Jawbone. "It is the first private-brand activity-tracking wearable," notes Jor- gensen. "The tracker also syncs with the Walgreens Balance Rewards app for smartphones and the Apple Watch, and awards participants points for logging weight, tracking blood pressure and glucose levels, and fitness activities." For her part, Karleigh Jurek, corporate dietitian with Lub- bock, Texas-based United Supermarkets, affirms that "with the development of new technologies, the health-and-wellness field will see unique methods arise to help relay related mes- sages. New technologies, and how these teams choose to use them, will be an area of major change." Health & Wellness In-store Strategies

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