There are some outstanding promotion ideas that will carry weight with your customers looking to lose weight.
“‘Summer bodies are made in the winter.’ I love this quote and thought it was appropriate here,” stated Jennifer Bradley Weinhardt, BS, MS, Research & Development Specialist, Bluebonnet Nutrition Corporation in Texas. Summer bodies are made in the winter, and retailers can continually emphasize that maintaining a healthy weight year-round can help customers to look better in that bikini when summer arrives. “But what is more important than looking great in a bathing suit is being healthy and feeling beautiful in your own skin. As a retailer, focusing on the positive health benefits of healthy fitness/weight management all year long can help keep steady sales in this department, as well as in the healthy foods,” she added.
At Mountain Valley Foods in Montana, wellness manager Sheryl Eaglewoman related that her store has a strong rapport with nearby gyms, several local Yoga Centers and also the Wellness Center that specializes in nutrition-and-fasting classes and sessions.
Nick Bitz, ND, chief scientific officer of Youtheory, California advised retailers to promote weight management as a lifestyle choice rather than an emergency measure. “Also, provide only products that are believable, efficacious and safe; in the past, individuals sacrificed safety for rapid, short-term weight loss effects—think ephedra or cascara. Piggybacking on food trends and sports nutrition trends also makes sense as customers will be aware of them.”
Since weight management is an ongoing issue with Americans, Weinhardt offers ideas to keep this section fresh:
• Each month feature a different type of exercise and product. Provide information about both.
• Have a contest once a quarter—post progress and winners. Feature products used by the winners.
• Partner with local gyms and have a trainer come to the store frequently to share techniques.
• Raffle a weight control supplement each month to your customer base that purchases diet/workout products.
Educate about different body types and match dietary supplements that are most suited to those body types. “Remember all body types are different and diet products/lifestyle changes need to fit the person, not the other way around,” she commented. “Often we try to promote a one-size-fits-all approach when we should customize the program for each body type and lifestyle.”
She added that creating a fresh approach every month in the diet/fitness section will generate interest and enthusiasm. “Dieting and lifestyle changes are a commitment and often people get bored or don’t know how to motivate themselves forward. If the diet section is refreshed each month, customers will want to shop the section to learn and discover new ways to keep fitness goals fun and fresh,” she said.
