Magazine article Drug Topics

What Wellness Consumer Wants, Pharmacies Should Deliver

Magazine article Drug Topics

What Wellness Consumer Wants, Pharmacies Should Deliver

Article excerpt

Starbucks has it. Dunkin' Donuts offers it. Home Depot is doing fit. Restoration Hardware is a pro at it.

What are these successful retail establishments doing that supermarket pharmacies should mimic? They are creating a connection with consumers in an atmosphere that provides a sense of community, a shopping experience the new wellness consumer is seeking. So observed Harvey Hartman, president, The Hartman Group, Bellevue, Wash., speaking last month at the annual Food Marketing Institute's (FMI) Supermarket Pharmacy Conference in Phoenix.

Hartman portrayed the new wellness consumer as someone who feels a compressed sense of time, a loss of control, and a frustration with traditional Western practices of medicine. And technology is offering this consumer more choices.

"Over 75% of the population is trying to change how they live and what they buy-a cultural shift that is more than just the absence of pain. Consumers want a lifestyle that incorporates more of spirituality. These consumers are taking control of their lives and creating their own individual wellness regimens," Hartman explained. Supermarkets that can create a connection with this new consumer will foster loyal customers.

For these consumers, their product purchases are not as important as their participation in wellness. …

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