Albertsons has launched a digital health and wellness platform called Sincerely Health that will seek to provide education for users and reward them for achieving their health and wellness goals.
The platform, available on all 16 of the company’s banner apps and websites, seeks to help users make informed choices about food, physical activity, sleep and mindfulness, the company said.
“We are introducing Sincerely Health with a singular intention to improve lives,” said Omer Gajial, chief digital officer and executive VP of health at Albertsons. “As a grocery and pharmacy retailer committed to the health and wellness of our communities, we are empowering customers to have a connected and personalized view of their health across food, nutrition, activity, mental well-being, and pharmacy services, enabling them to make more informed choices.”
Users start by responding to a brief questionnaire that measures a customer’s Health Score based on seven dimensions of well-being. The scores are calculated using actuarial science, considering varying lifestyle factors such as age, gender, nutrition, lifestyle choices and mental health.
The platform also enables users to link activity trackers such as Apple Health, Fitbit, and Google Fit, as well as log their vitals and medication regimen to have better visibility and control over their health and well-being. Customers can then set small achievable goals to improve their Health Score, track their progress and receive actionable insights and rewards for achieving those goals.
Sincerely Health also offers an online pharmacy experience, including tools for managing prescriptions, scheduling vaccine appointments, and connecting users with general practitioners via convenient telehealth services.
Customers joining Sincerely Health from their local grocery app will receive an initial incentive of up to $25 off an upcoming grocery purchase redeemable across stores. As customers take additional actions such as setting a health goal or responding to a health recommendation, they can earn additional points.
The platform will continually evolve based on customer feedback, which will also inform new features, collaborations and enhancements, the company said.
Albertsons’ move comes as retailers have sought to enhance their digital connectivity with customers around health and wellness.
Kroger Co. in 2018 introduced OptUp, which seeks to help consumers make healthier food choices and manage their diets. Many other supermarket retailers, such as Raley’s, Giant Eagle, Publix, and the Ahold Delhaize banners, offer dedicated apps for their pharmacies, as do Walgreens, CVS and Rite Aid.
Ahold also owns the Guiding Stars nutrition labeling platform, which includes a mobile app that helps consumers make healthy food choices. Last year, Walmart partnered with Sifter to create a “shop by diet” tool that allows consumers to screen food items for allergens or by other dietary preferences.
The Federal Trade Commission has cautioned companies about the importance of protecting consumers’ medical privacy online, and offers this advice for companies seeking to enter the mobile health app space.