Hannaford earns gold stars for its health-and-wellness programs
Hannaford has been an innovator in the drive to bridge food and pharmacy. The chain’s dedication to health and wellness really gained attention in 2006 when it implemented Guiding Stars, the first storewide nutrition navigation system in the United States.
The star-rating system rates food products and prepared meals, and has become the model for the rest of Delhaize’s banners. Now it is featured on shelf tags and on in-store communication at the Hannaford, Food Lion, Bloom and Sweetbay banners. As of the end of 2009, there were more than 16,500 food products that were “starred.”
Another key innovation, MyHannaford.com, enables shoppers to make up to 10 personalized shopping lists, set preferences by dietary restrictions and access their shopping list from their smart phones.
The grocer also offers free nutrition classes across New England, covering such topics as “eating for healthy blood sugars” and “prenatal nutrition.” Registered dietitians lead the classes.
In addition to offering such pharmacy services as free blood-pressure checks and free flavoring of liquid medications, the grocery continues to offer its Healthy Saver Plus program to help patients save money on prescriptions, vision care, hearing aids and diabetic supplies.
Ahold gases up sales with health initiatives, Rx-fuel reward points
One supermarket operator is literally driving customers to its pharmacies.
Customers at Royal Ahold’s Giant-Landover stores can earn one Gas Rewards point for every dollar spent on purchases in Giant pharmacies in Maryland, most of Virginia, Delaware and Washington, D.C. With the program, for example, a $20 pharmaceutical co-pay earns 20 points and a $50 pharmacy purchase earns 50 points. For every 100 Gas Rewards points earned, shoppers save 10 cents off every gallon of gas bought at Giant and participating Shell gas stations.
Ahold chains also offer a number of health-and-wellness programs. In September 2010, Giant-Carlisle and Martin’s Food Markets launched Passport to Nutrition, a Web-based program designed to educate children, parents and teachers on nutrition and healthy lifestyles, including lessons that cover the food pyramid and physical activity, food labels and portion control and how to eat a balanced diet.
Giant-Landover is supporting the YMCA of Metropolitan Washington’s “Physical, Healthy & Driven” program, designed to help children integrate physical fitness and healthy eating into their daily routines. The YMCA will take its PHD on the Move mobile playground to several Giant-Landover locations. The two also are creating a Healthy Snack campaign to educate families about the risks of snacking.
Supervalu taps PointRoll to boost grocery sales
NEW YORK — Amid researching its customers’ changing media habits, supermarket retailer Supervalu has partnered with a leading provider of digital marketing services and technology to enhance how the grocer reaches customers.
Supervalu said that after conducting a joint study with Nielsen Catalina Solutions, which measured more than 30 million impressions delivered by PointRoll, in-store sales at Supervalu experienced an overall increase during a three-month period, thanks to PointRoll’s PaperBoy eCircular, an interactive expandable ad unit.
The PaperBoy ad sales lift among exposed households was three times higher than a standard ad lift, although the average frequency on the standard ads was 75% higher, the study found. The average cost per thousand, the study noted, was the same for both the standard nonexpanding and expandable PaperBoy ads. Supervalu noted that online display campaigns boosted both online penetration and in-store sales.
Shelly Nelson, director of connections strategy and media for Supervalu, said the retailer will roll out the PointRoll program at additional banners throughout the year. "This study not only enabled us to better understand our customers and respond to their changing media habits, but [also] to acutely measure the value of our online spend and the benefits of more relevant and activation-based advertising," Nelson said. "Online delivery of weekly sale items is cost-effective and is relevant to today’s consumer."
To view a demo of PointRoll, click here.