RETAIL TRENDS
HEALTHY LIVING PROGRAMME LATEST DEVELOPMENTS
NUDGING SHOPPERS TOWARDS HEALTHIER OPTIONS THE SGF HEALTHY LIVING PROGRAMME HAS UNVEILED NEW PROGRAMMES AND NEW IN-STORE POS
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TO HELP RETAILERS STEER SHOPPERS INTO MAKING HEALTHIER CHOICES.
he SGF Healthy Living Programme (HLP) has been a fundamental driving force in helping encourage retailers in Scotland to increase the range of healthier products they offer for many years now. The Partnership has recently unveiled a refreshed package of in-store POS materials to help retailers more effectively highlight healthier products and ‘nudge’ shoppers to make healthier choices more often. New recipe cards have been created to show shoppers how they can find everything they need to make a healthier meal at home in-store and, while helping to drive healthier diets, the recipe cards also help drive basket spend for retailers. HLP is also ramping up the profile of its Welby Loyalty Club that rewards younger shoppers for buying fresh fruit. The Club encourages children to make a healthier choice when it comes to snacking and incentivises kids to choose a banana, apple, orange or pear instead of confectionery by giving them a loyalty card that is stamped each time they buy a piece of fruit – the fifth piece of fruit is then completely free of charge. HLP Programme Director Kathryn Neil comments: “We know that shoppers are increasingly interested in living a little more healthily and we are asking retailers to help grow that momentum by using the new POS and programmes to highlight healthier options in-store. We also know that retailers who do offer bigger ranges of healthier lines have
seen sales increases of up to 30%, so it’s a real winwin opportunity. “The POS helps draw shoppers’ attention to healthier products and the recipe cards are a great way of encouraging consumers to use their local store to purchase all the ingredients they need to prepare a healthier meal at home. Through the Welby Loyalty Club we are trying to link the stores with the younger generation and the future shopper. If children start purchasing fruit at a young age at their local store, then hopefully this then becomes natural and forms part of their ongoing shopping habits. “It’s all about taking small steps, getting the balance right and ensuring the local convenience store has the right offering for modern consumers.”
WEDNESDAY 21ST OCTOBER 2020 / ISSUE 27 / SLRMAG.CO.UK / 19
