Progressive Grocer - December 2008 - (Page 64)

Nonfoods Chronic By Michael D. Rubenstein and Mark P. Kajdos customer service Enhancing your offerings for shoppers with chronic conditions can help boost sales per square foot in an infirm economy. among the convenient care operator, pharmacist, adigm, it will have also expanded its services offering and grocer alike. Tracking this information via your and increased its sales. store’s consumer loyalty card is another way to bring While medication compliance management is importhis methodology to fruition. tant regardless of the shape of the economy, in a bad f the past few months have shown us anyAnother example of innovation in taking advantage economy it can be critical for those patients prone to thing, it’s that the grocery business isn’t of the in-store presence of health-related service applies cutting back on medications to save money. The ability completely recession-proof, and the harsh to the treatment of the elderly. Many of the pharmacy to help patients comreality is that while people need to eat, seniors live with one or more chronic ply with their medication regimens will they can buy their food from your com- health conditions. For these cusnot only improve treatment outcomes, petitor if you don’t take care of them. tomers/patients, or the relatives who but will also most certainly improve Grocers need to look for ways to increase cus- take care of them, the reality is that the number of filled prescriptions. tomer traffic, and their sales per customer visit. And medications are only one portion of Healthy knowledge base because many food items have thin margins, gro- a necessary treatment regimen. A well-managed database of cuscers should place greater focus on those nonfood Most times, specific medications tomers with special needs is an invaluitems or services that will improve total margins. or treatments for chronic condiable tool for a more targeted marketSupermarket operators have typically added phar- tions must be accompanied by speing strategy. These programs will help macies as a convenience to their customers by com- cific requirements for diet or supretailers develop this knowledge base: bining the shopping trips for groceries and medica- plemental activities. • Handouts that pharmacists can tions in a single destination. In many instances, food A savvy grocer will leverage these Michael D. Rubenstein give to patients at the time of service. retailers have added convenient care clinics to the requirements by customizing assort• Directed mailings to customers notifying them mix, for the same reason. ments so they mirror customer/patient buying patPharmacies and other health-related services can terns and chronic condition concerns. This can lead of special events in the store, such as promotions provide additional benefits for the store, however. The to thematic aisles with foods and supplements specif- grouping products designed for customers with diabetes, heart conditions, etc. key to unlocking those benefits is the talent brought in ically designed to benefit specific health needs. • Grocers can offer kits of supplements and vitamins to run those services: the pharmacist, or the midlevel The midlevel clinician or pharmacist can help proclinician in the case of a convenient care clinic. The mote these condition-related offerings by scheduling specifically assembled around chronic conditions. • Reminder programs to notify customers about expertise these professionals bring to the party is crit- nutritional tours specific to a given chronic condition. ical for unleashing the targeted marketing power This strategy of leveraging the in-store experts their need to refill a prescription. Such reminders offered by in-store health-related services. and targeted health-related service and products will not only have a propensity to improve patient wellbeing, they’re also likely to improve treatment comFor example, the pharmacist or clinician is likely to accomplish three critical innovation precepts: be aware that if a customer purchases a medication for • It will transform the store into a destination pliance and provide an opportunity for the grocer to incorporate a more targeted marketing paradigm. diabetes, that same customer could also be a strong can- for a more targeted audience. Employing pharmacy and the convenient care clinic didate for testing strips, or a glucometer device. This • Consumers will grow to view the pharmacist or kind of shopper intelligence could become a valuable midlevel clinician as a liaison to their primary care offering optimally provides the retailer with a low-cost, and cost-effective marketing tool, especially given the provider and/or specialist, cementing a relationship high-impact opportunity to increase sales. And that is, more than ever, the way to weather difficult times ahead. price tags attached to more traditional market research, that turns the store into a vital, sticky destination. and its generally wide and shallow reach. • The services involved are all billable events to Operators should tread carethe payor under three separate Michael D. Rubenstein (michael@pathwayalliance.com) fully: Stark laws prevent data on ICD-9 codes (an international set launched Pathway Alliance to provide insight on behalf of More ONLINE individual customers from being of codes that classifies diseases and retailer and health care providers alike. Mark P. Kajdos Get additional nonfoods info published and/or distributed. medical conditions). Therefore, not (mkajdos@pragmate.com) is president of Birmingham, at Progressivegrocer.com/ However, if the data is de-identionly will the retailer have provided Ala.-based Pragmate, a software company focusing on nonfoods fied, it can still be used and shared a new and relevant marketing par- business process improvement. I 64 • Progressive Grocer • December 2008 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com/nonfoods http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - December 2008

Progressive Grocer - December 2008
Contents
Front End: Onstead Becomes Interim Bi-Lo C.E.O.
Nielsen’s Shelf Stoppers/Spotlight: Shelfstable Juices/Vegetable Juices and Drinks
Market Snapshot: .Seattle-Tacoma,Wash
Retailer of the Year: Taking the lead
Lempert Report: Obama Prepares to Tackle Food Industry Issues
Independents Report: What Grocers Need to Know About Market Day
Consumer Research: Reason for Relevance
Shopper Culture: Reimagining Convenience Foods
Wake-up Call: The Ballad of The Egg Man
Eggs: A Kinder, Gentler Egg
Shelf-Stable Juice: Making a Splash
Post-PMA Show Analysis: High Yield
Niche Pork: Go Whole Hog for Local
Pharmacy: Chronic Customer Service
Technology: A Small-Town Grocer Discovers Digital DIY
Equipment Innovations
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - December 2008