Sponsored By

SOLD! on health and wellness real estate

Last year we dedicated real estate in our stores to our Living Well health and wellness initiative, and here's what we learned...

Margaux Drake, living well expert for a large supermarket chain

November 10, 2014

2 Min Read
Supermarket News logo in a gray background | Supermarket News

Last year we dedicated real estate in our stores to our Living Well health and wellness initiative. Here’s what we learned…

LOCATION, LOCATION, LOCATION

The endcaps that performed the best were in the front of the store, facing the checkouts near Starbucks or the main entrance and marked with substantial signage (see image). Not only were we able to sell more product, but it communicated to our customers, as soon as they stepped in the door, that we are committed to health and wellness.

EASY STREET

Customers are hunting for wholesome solutions. Curate these products together in one consistent and dependable location, making it easy for them to fill their carts with nutritious choices.

LESS IS MORE

We select only 3-5 products at a time and used large groupings of the same items so the display would have a dramatic impact (see image).

CURB APPEAL

Keep it neat and tidy. Minimize clutter. Use woven baskets on the shelves to hold smaller items like spices or protein bars. Fill in any gaps that are created when using shorter items alongside taller ones by stacking the shorter items on granite slabs. Radius shelving takes the edge off and gives your display an interesting dimension. And, freestanding, galvanized bucket pedestals in front of the display maximize selling space, while still keeping it easy on the eye.

TURNOVER

Update the display on a monthly basis to keep it fresh. Use a different theme every month for example, healthy: Back to school, comfort foods, snacking and holiday. Or, pull together key ingredients for a nutritious recipe each month, making sure to also supply a copy of the recipe at the display (see Easy Street).

PRICE

Although most customers know that spending their shopping dollar on healthy food choices is the best investment they can make, bottom line is everyone wants a deal. Coordinate with your buyers to ensure that whatever is being displayed is also on sale.

OPEN HOUSE

Pick a two-hour window one day each month to sample a few of the products on the display. We found 4-6 p.m. on a Friday very effective and called it a “Healthy Happy Hour.” It was then promoted in a fun and casual way via social media.

THE CLOSING

Your associates are the best ambassadors for a health and wellness initiative. Let them sample these items. Get them excited about feeling healthy. They are an invaluable asset and the ones that end up closing the deal with the customer.

Are you already in the market? If so, please share your health and wellness real estate tips with us.

About the Author

Margaux Drake

living well expert for a large supermarket chain

Margaux Drake is a living well expert for a large supermarket chain, a WOTV 4 Women's (ABC) Healthy Eats crew member, and a regular contributor on eightWest WOOD TV8 (NBC). This Certified Master Raw Food Chef, teacher and trainer owns The M. Drake Company — a home, garden and plant-based cuisine consultancy, and she writes weekly about Whole Living on MargauxDrake.com, and WOTV 4 Women-Living Well with Margaux Drake.

A graduate of the University of Michigan where her path of plant-based cuisine and passion for healthy living started over 20 years ago, Margaux loves whipping up plants into deliciousness and sharing her food with others. She is passionate about getting kids in the kitchen to play and to have hands-on involvement in the food they eat. 

In addition to her professional work, her other passions include her role as a wife and mother or three, and as an ultra marathoner, Ironman triathlete and avid yogi.

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like