The customer experience, part two: wellness.

When you think “wellness,” one of the first things that may come to mind is the pharmacy. It’s true that over the past couple of decades, in-supermarket pharmacy departments have become a familiar sight. But here, we’ll discuss how wellness products and services — that your customers are seeking in high demand — can touch almost every area of the grocery store.

Expansion of the pharmacy department.

Pharmacies are a mainstay in the supermarket industry, according to the Food Marketing Institute (FMI), and are now providing services that rival or exceed those of their stand-alone counterparts. Flu shots, vaccinations, on-site clinics, medication therapy counseling, smoking cessation and weight management programs, and diabetes coaching are just a few of the offerings of today’s in-store pharmacies. Moreover, the supermarket pharmacist is uniquely positioned to direct customers to other areas of the store, such as produce, in order to fully take advantage of the link between wellness and nutrition.

More choices in produce and meat.

Not only has the selection of meat and produce exploded in the past 30 years (think back, do you remember finding arugula at your neighborhood grocery in 1985?), but now consumers have free-range, hormone-free, organically grown, and locally grown to choose from. When all those choices are not clearly defined through set-up and shelf-edge signage, sorting through them can be a dizzying and frustrating experience for your customer.

Nutrition-conscious packaged food.

There isn’t a food product category these days that doesn’t include a healthier alternative. Gluten-free, low sodium, reduced fat, vegetarian, and vegan are the buzzwords customers look for. Product packaging is mostly responsible for communicating any health benefits, but directional signage and shelf tags can pull these products front and center, separating them from the clutter.

Personal care items.

Consumers not only care about what they put into their bodies, they also care about what they put on their bodies. From hand lotion to toilet tissue, personal care items are just as much of a concern as medications and food. Your customers are looking for non-irritating, dye- and fragrance-free, and hypo-allergenic products.

How are you promoting wellness to your customers?

Despite the trends in obesity and chronic illnesses, people truly want to eat better and live healthier lives. Click here for a recent study on consumer behavior from the International Food Information Council Foundation.

We’ve shown how wellness-related products can extend to practically every area of the grocery store. We assume, in order to remain competitive, that you are already carrying these items. But are you exploiting the full opportunity to communicate and promote to an audience who is seeking them?

Consider a unified, wellness shelf edge and signage program, designed in conjunction with your corporate brand, that can instantly separate and identify the healthy alternatives offered throughout your store. Bacompt has the expertise to counsel you in best design practices, as well as the affiliates that can bring best-in-class nutritional enhancements to the shopping experience.

Sure, there will always be a market for enchiladas and ice cream. But we can help you make the distinction for your customers between healthy and not-so-healthy choices.