Building Loyalty with Health & Wellness

A recent article posted in Progressive Grocer in September and written originally by Jeff Weidauer, VP of marketing, Vestcom International peaked my interest.  He raises some very valid points which I will outline below as well as providing some of my own thoughts.  (click here for a PDF version of the article)

Overview:

The article discusses the benefits for grocers in providing Health and Wellness (H&W) solutions to their customers, the primary benefit being increased loyalty.  The article states that the two main trends leading towards this are:

• Increased demand for H&W information
• The inherent trust the consumer places on their local grocer (apprently more than their own GP)

To this I would add:

• The increased availability and affordability of H&W programs for the retailer

The major benefit gained from running a successul H&W program is increased customer loyalty as the article states; ¨Because loyalty is created from a bond with your shoppers that is more than just price. It’s a natural result of providing the products, services and information that shoppers need in an increasingly complex world.¨ Read more

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