There may not be a hotter topic for retail dietitians than return on investment. Being able to calculate a positive ROI and presenting the findings to senior retail leadership are essential to show the value of RD services, gain approval for new programs, and support additional RD head count. Read on for tips for developing and communicating ROI here.
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I am continually amazed by the breadth and variety of discussion topics of importance within the retail dietetics community! While at a recent retail RD event, I had the opportunity to participate in a discussion on lab coats and why retail RDs choose to wear them or not in the course of their work. Fascinating topic, right? To bring this topic to light, I gained insight from various retailers on whether and why as it relates to lab coats.
Delivering superior value to customers is essential when attempting to establish and maintain long‐term customer relationships, a key goal of food retailers. Retail Dietitians possess unique skills and expertise that can contribute directly to this goal, while delivering incremental sales lifts beyond traditional marketing plans that rely on the 4P’s (for more on the 4 P’s, see Marketing: A Discussion for Retail Dietitians Part 1: The 4 Ps of Marketing). The central theme of value-added marketing is a customer-centric approach.
You’ve probably heard of the “4 P’s” of marketing first coined in the 1960’s including Product, Price, Promotion and Placement. Food retailers invest vast amounts of time and effort to put the right product in the right place, at the right price, at the right time. Retail Dietitians can successfully align their efforts to guide customers toward healthful choices with the retailer’s overarching marketing plan. This type of value-added marketing can drive sales of nutritious foods while enhancing customer loyalty.