instore - October 2016 - 36
feature
The segment airs three times a week and is then promoted not only on
the company's website, e-newsletters and blog, but across all of Skogen's
social media platforms, she says, enabling them to get the most use
out of each one to promote the program and its benefits. It's this kind of
advertising and direct communication with potential shoppers that has
made the program so successful for the chain, and kept that close-knit
part of their customer base with dietary restrictions coming back.
Skogen's Dietitian's Pick Program is one of many that their four dietitians
manage, making healthy shopping easier for their customers.
guidelines of various diets and flash-in-the-pan weight solutions and
gravitating toward a more balanced and healthy diet, where the motto
has become both "all things in moderation" and "I want what I want,
when I want it."
On a small scale
Employing a retail dietitian can fulfil both of these consumer desires.
Dietitians are, after all, trained in all the nuances of a balanced diet,
and having one in the store (or even just available by appointment) is
certainly more convenient than going through the hassles of a doctor's
office. While not every store can go as big as ShopRite or Hy-Vee with
a dietitian at every location, there are ways to frugally incorporate
only a few across a swath of territory, as Skogen's Festival Foods in
Wisconsin has.
"We actually have a team of four dietitians, and it's amazing what they
do," says Michael Losiniecki, assistant director of deli at Skogen's. "Our
dietitians actually not only develop recipes, they're on all of our local
TV stations with segments on the morning news where they prepare
food and teach people how to eat healthier. They also do in-store tours,
so you can actually schedule a time with somebody free of charge to
come in and help you shop and build a menu plan that's going to be a
healthier alternative."
"Currently our program is set up to where we have regional dietitians
that cover assigned areas or communities where our stores are," says
Lauren Tulig, RDN, CD, dietitian manager and Green Bay regional
dietitian for Skogen's. "For our areas that don't have specific regional
dietitians, typically what we do is split up the opportunities based on
36 * OCTOBER 2016 * instore
The lean and the loyal
While Skogen's isn't set up to hold cooking demonstrations or in-store
events, they have a test kitchen at their Green Bay headquarters, and
just as importantly, they schedule in-store tours with shoppers looking
for dietary guidance, Tulig says.
"We meet with guests either one-on-one or in small groups, typically
10 to 12 people," she says of the tours. "And all of our programs are
offered at no cost. That being said, we aren't set up to do one-onone counseling necessarily, but we partner with healthcare in the
different areas that we have in the store so that we can work with
other nurses or clinical dietitians, who are then able to refer their
patients to us to help them interpret the recommendations that they
make in a clinical setting.
"So we take those recommendations and we're able to help those
patients implement them while they're shopping in the store. Our
dietitians really understand that it's hard for a customer sometimes,
when you get to the store and you have all these issues to take care
of and you're trying to navigate the store in this very new way. So our
goal is to kind of help interpret those recommendations in the store,
show them products, and get them some recipes that are really simple
and can easily be implemented into everybody's lifestyle."
So it's a team of only four people across 25 stores that Skogen's has
doing all of this, but between those four, they're able to measurably see
the impact that their program has on sales and loyalty.
"We're a very lean team, but we get a lot done," Tulig says. "We're only
in certain spaces, but we're able to travel and do a lot considering our
stores are only within Wisconsin. And we're able to really share a lot
of things through social media too; and through the digital outlets and
ads we're able to reach the masses. So our store count continues to
SKOGEN
schedules and traveling. And we function on a corporate level too. On a
corporate level our dietitians write weekly recipe blogs where we share
different recipes that we develop, test, take photos of, and then put
right on the site. Then we use those recipes in our weekly TV cooking
segments, so if you go to our website you can find the recipe along with
a YouTube video of the cooking segment that shows exactly how to
make it."
Table of Contents for the Digital Edition of instore - October 2016
instore - October 2016
Editor's Note - Knowing the consumer
Table of Contents
News - On our radar
Cover Story - What's Driving Retail Foodservice Consumers?
Commissary Insider - October 2016
Insight Insider - Bantam Bagels
Food Safety - Controlling salmonella
Equipment - IBIE machinery debuts
Packaging - Portion control
Operations & Logistics - Inventory software
By the numbers - Value-added fruit
Need to know - Sushi saturation?
Feature - Dietitians: the new necessity
Feature - Peanut Butter Black Bean Brownies
Consider - Holiday cheese trays
On display - New Year's Eve
First to Market
Ad Index
instore - October 2016 - instore - October 2016
instore - October 2016 - 2
instore - October 2016 - Editor's Note - Knowing the consumer
instore - October 2016 - 4
instore - October 2016 - 5
instore - October 2016 - Table of Contents
instore - October 2016 - 7
instore - October 2016 - News - On our radar
instore - October 2016 - 9
instore - October 2016 - Cover Story - What's Driving Retail Foodservice Consumers?
instore - October 2016 - 11
instore - October 2016 - 12
instore - October 2016 - 13
instore - October 2016 - 14
instore - October 2016 - 15
instore - October 2016 - 16
instore - October 2016 - 17
instore - October 2016 - 18
instore - October 2016 - 19
instore - October 2016 - 20
instore - October 2016 - 21
instore - October 2016 - 22
instore - October 2016 - 23
instore - October 2016 - 24
instore - October 2016 - 25
instore - October 2016 - 26
instore - October 2016 - Insight Insider - Bantam Bagels
instore - October 2016 - CI2
instore - October 2016 - CI3
instore - October 2016 - CI4
instore - October 2016 - CI5
instore - October 2016 - Food Safety - Controlling salmonella
instore - October 2016 - CI7
instore - October 2016 - Equipment - IBIE machinery debuts
instore - October 2016 - CI9
instore - October 2016 - Packaging - Portion control
instore - October 2016 - CI11
instore - October 2016 - Operations & Logistics - Inventory software
instore - October 2016 - CI13
instore - October 2016 - CI14
instore - October 2016 - CI15
instore - October 2016 - CI16
instore - October 2016 - 27
instore - October 2016 - 28
instore - October 2016 - 29
instore - October 2016 - By the numbers - Value-added fruit
instore - October 2016 - 31
instore - October 2016 - Need to know - Sushi saturation?
instore - October 2016 - 33
instore - October 2016 - Feature - Dietitians: the new necessity
instore - October 2016 - 35
instore - October 2016 - 36
instore - October 2016 - 37
instore - October 2016 - 38
instore - October 2016 - 39
instore - October 2016 - 40
instore - October 2016 - 41
instore - October 2016 - Feature - Peanut Butter Black Bean Brownies
instore - October 2016 - 43
instore - October 2016 - Consider - Holiday cheese trays
instore - October 2016 - 45
instore - October 2016 - On display - New Year's Eve
instore - October 2016 - 47
instore - October 2016 - First to Market
instore - October 2016 - Ad Index
instore - October 2016 - 50
instore - October 2016 - 51
instore - October 2016 - 52
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