Although it is serious for many people, losing weight can be fun—a journey of esteem-building as the pounds melt off, emboldening motivation and sparking the desire to explore new products and experiences.
You and your staff can be their base camp. Straight from the outset, positioning your store and its brand should be more focused on a wholesome sense of good health and well-being, rather than just losing weight, according to Jennifer Weinhardt, BS, MS, research and development specialist, Texas-based Bluebonnet Nutrition.
She noted, “I think the growing trend of focusing on being ‘healthy’ rather than being a certain size is one that I can get behind and would be a great marketing opportunity for retailers. What is more important than looking great in a bathing suit is being healthy and feeling beautiful in your own skin. When you focus on being healthy, you naturally look beautiful. As a retailer, focusing on the positive health benefits of healthy fitness/weight management all year long can help keep steady sales in that department.”
She offered four ideas to help bolster encouragement for those interested in healthy weight control:
• Every month, feature a different type of exercise and product. Provide information about both.
• Hold a quarterly contest posting progress and winners; feature the products they use to lose weight and get fit.
• Partner with local gyms and have a trainer come to share techniques.
• Raffle a weight-management supplement each month to your customer base that purchases diet/workout products.
• Feature the different body types and match dietary supplements that help those body types.
“By creating a fresh approach every month with the diet/fitness section, you can create interest and enthusiasm,” Weinhardt emphasized. “If the weight management section is refreshed each month, customers will want to shop the section to discover new ways to keep fitness goals fun.”
Because obesity is a growing problem, Judy Gray, founder and CEO of North American Herb & Spice, Illinois, suggested hosting community support meetings with classes and recipes for healthy eating, which can help make good nutrition a family affair. “Even a display board in the front of the store or community buildings to recognize those who adopt a new healthier way of life with pictures to prove it is well worth doing. Online recognition and actual stories are also very effective,” she commented.
And of course, the ubiquitous use of social media, which is ever evolving, is a necessary tool to reach and motivate those in your community who are interested in getting back into shape by losing some pounds and fat. “Social media has become a big part of our lives, it allows us to be creative and reach consumers in a quick, educational and direct way,” underscored Natalie Lamb, NT, technical advisor, Florida-based Bio-Kult (Protexin). For example, she said, live video allows you to create some amazing content:
• Create a series of quick exercise videos: abs, arms, tummy, legs!
• Make a series of videos promoting healthy eating: such as short and easy-to-follow recipes
• Video that explains the benefits of taking specific dietary supplements to quicken goal achievement and overall health
“You can also share interesting articles on your social media channels related to weight management and create in-store events that attract consumers to come in and spend some time learning from your top nutritional experts,” she added.
People are always going to want to lose weight—as weight gains and losses are typically normal throughout life. From the pesky five pounds to 30 that creep up during family raising, to even more. By being the resource, pulling together not only supplements and healthy foods but local fitness trainers and dietitians and even motivational coaches, you can help them all achieve their goals—and be worth the weight (loss).
