RDBA WEBINAR: Measuring the ROI and shopper impact of a custom Dietitian’s Pick attribute at the shelf edge
A review of the results and insights gained through a cluster-randomized control trial in partnership with KVAT, the University of Tennessee, and Vestcom.
In the last 15 years, supermarkets have increasingly leveraged registered dietitians/nutritionists (RDNs) to develop consumer marketing programs, such as “dietitian’s pick” promotions, to educate and encourage shoppers to make healthier shopping purchases. However, little scientific research has been conducted on the efficacy of “dietitian” branded education programs in live retail settings. For this reason, KVAT’s Elizabeth Hall and Vestcom’s healthyAisles team collaborated to develop a full-chain, cluster-randomized control trial across 124 stores to determine the product sales and unit lift performance of a dietitian-branded custom attribute (Dietitian’s Pick) and a healthy-branded attribute (Healthy Pick), compared to control stores. In this session, we will review the methodology, results and overall insights gained from this research to benefit all retail dietitians seeking to improve their health and wellness messaging at the shelf-edge.
Monica Amburn, MS, RDN, is a registered dietitian/nutritionist with a passion for creative wellness education and communications. Her experiences in clinical nutrition, weight loss counseling, and as a corporate retail dietitian drive her perspective and commitment to developing effective shopper education and marketing strategies for retailers. Monica completed her undergraduate degree and dietetic internship at Radford University, and completed her master’s degree in nutrition and dietetics at the University of North Florida. Since 2013, Monica has served as the Senior Director of Health & Wellness at Vestcom representing healthyAisles, the most trusted provider of custom shelf-edge nutrition communication solutions.
Elizabeth Hall, PhD, RDN, LDN, completed her PhD in Nutritional Sciences with a Community Nutrition focus and a graduate minor in Epidemiology from the University of Tennessee, Knoxville. She achieved her MS in Clinical Nutrition from East Tennessee State University and her BS in Dietetics with a minor in Psychology from Harding University. Elizabeth completed her dietetic internship at Vanderbilt in Nashville and has been practicing as a Registered Dietitian Nutritionist for almost 8 years. In her career, Elizabeth has worked in clinical, foodservice, research, and behavioral health settings and currently works as the Corporate / Retail Registered Dietitian for K-VA-T Food Stores Inc., parent company to Food City supermarkets. She works with the Healthy Initiatives, marketing, and merchandising teams to create and manage health and well-being content for promotion in-store and online, as well as for use in community partnership programs. As a part of her role, Elizabeth manages content for the Food City Wellness Club, a free loyalty program for customers providing monthly health-related articles, recipes, and coupons on better-for-you products. She also serves as a media spokesperson for Food City providing interviews to local media outlets on nutrition topics and is involved in conducting and facilitating food environment research studies in the retail setting in order to contribute to public health literature and initiatives. Among other education and leadership roles, Elizabeth is an adjunct faculty member and preceptor for several universities and serves as an advisory member for the Nutrition in Food Retail Program Development working group for the Academy of Nutrition and Dietetics Foundation.