Expanding Customer Reach: Multi-Channeling as a Retail Dietitian

Expanding Customer Reach: Multi-Channeling as a Retail Dietitian

May 21, 2014

Renata Cuevas

Nutrition Intern from St. Catherine University, St. Paul, MN

For any retailer in today’s marketplace, a strong online presence is necessary to reach their full business potential. As a retail dietitian, multi-channeling provides a variety of opportunities to expand your consumer reach with your health and wellness messaging and in promotion of the programs and services you offer. 

Multi-channeling is a marketing strategy which uses a variety of channels to reach consumers. The ultimate goal is to give shoppers a seamless customer experience through the integrative use of brick and mortar stores, online websites, emails, social media, and smartphone apps. To fully leverage multi-channel marketing to expand your reach as a retail dietitian, it’s important to understand your customer and practice consistency across all platforms.

Your customers’ interests and shopper demand are the foundation of your strategy. What messages do you want to convey to your customer and who are you targeting? Answering these questions allows you to distribute information according to your target audience through the use of the right channels. If you are catering to the Millennial, offer interesting daily content via social media to not only grab your customer’s attention, but inspire them to keep coming back and seek you out in other platforms your retailer offers.  If your goal is to reach Baby Boomers, send promotions and coupons by email. Another tactic is encouraging engagement with your retailer’s smartphone app, if available. As an example, Target has seen immense success with its smartphone app, Cartwheel, to promote coupons and discounts to customers.

If you offer nutrition and product messaging through social media channels such as Facebook, Twitter, and Instagram, shoppers can gain information in a quick and easy way to make informed buying decisions. If you want to get the word out about an in-store cooking demonstration, utilizing these channels can be an effective way to reach a large audience. An interesting trend right now is retailers partnering with bloggers who support their brand. Because bloggers have an established relationship of trust with their readers, the information they share is valued by their followers, and the end result of the retailer-blogger partnership can benefit the retailer.

By engaging your shoppers through multiple channels, you can gather feedback regarding their in-store experience, attendance at your nutrition events, and nutrition message awareness in-store. Asking your customers how they heard about you, your events, or product information helps you fully understand the channels that work most effectively with different shopper segments.

Your company’s goal is to give shoppers a positive retail experience they will remember. By integrating your health and wellness message through a variety of marketing channels, you can help create the ultimate shopper experience, further leveraging health and wellness as a competitive advantage for your retailer. 

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