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One-stop Shopping: Where Food and Pharmacy Meet Where do you purchase your groceries? How about your prescriptions and vitamins? Do you purchase both in the same store?
Kellogg has been an innovator in helping consumers meet health goals through nutrition since the first package of Corn Flakes rolled off the line over a century ago. Now, we're ensuring our health and wellness products can be found in the place where food and pharmacy meet. While many consumers still view grocery and pharmacy as separate entities, there is a huge potential for retailers to become a single destination for all of shoppers' health and wellness needs. As a result, Kellogg has begun working with retailers to help make stores a one-stop shopping destination for consumers looking to fulfill these needs. "If you consider the fact that approximately 40 percent of consumers who visit a grocery store pharmacy purchase nothing else but their prescription, there's strong evidence that people do not consider retailers as a single destination for groceries and prescriptions," says Joe Mueller, vice president, Sales, Health & Wellness. "However, convenience trumps all," Joe continues, "and there's a tremendous opportunity for growth if we can work together to create places where consumers can turn for all their health and wellness needs." To that end, our Special K brand entered the health and wellness aisle near the pharmacy in late 2006. It launched an ensemble of protein-enhanced products as mid-morning or mid-afternoon snacks and holdovers to help consumers stay committed to their weight-management goals. Consumers standing in line for their prescriptions can pick up a bottle of Special K2O Protein Water or a box of Special K Protein Meal or Snack bars. And thinking about Special K may lead consumers to consider their breakfast needs – driving them out of the pharmacy section and into the grocery section to purchase a box of cereal or cereal bars. "The presence in both center-store and pharmacy has provided terrific cross-promotional opportunities," Joe says. "We've witnessed Special K consumers visiting multiple areas of the store in search of other Special K products." And we continue to expand our presence within the pharmacy section. In addition to the Special K products, consumers with digestive health needs can now find All-Bran Fiber Drink Mix and All-Bran Fiber bars in the health and wellness aisle.
Along with promotions, such as the Special K Challenge, which help drive in-store traffic, we're also engaging pharmacists through marketing, sales and trade show activities to generate awareness around our Special K and All-Bran products. For instance, pharmacists had an opportunity to visit Kellogg's booth at a recent American Pharmacists Association conference. Equipped with information about our products, pharmacists can now assist consumers in making purchases that meet their health needs, with a little help from Kellogg. "Retailer response to our efforts in driving traffic and cross-promotion has been positive," Joe says. "And we're continuing to seek additional ways to provide new products and promotions aimed at the goal of making retailers a single shopping destination for health and wellness needs." |
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