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The Core Shopper

November 5, 2016 | By: deaneparkes

I believe the core shoppers of health food stores amount to about 15% of Canadians.

I am unsure if this number of core shoppers is growing very fast, we just have far more choices of natural food, cosmetics, supplements and natural medicine for them to choose from.

The core shoppers are fully engaged with the natural health food store lifestyle.

They use natural medicine as first choice when have a cold, pain or sleep issue.

They will look for organic, no GMO, grass fed, local, before buying conventional groceries.

They often have quite different personal views on what following a natural health lifestyle entails, Vegan, Paleo, Vegetarian, Raw, High dose supplements, homeopathy, herbs, etc. Though the end products are safe and effective different natural approaches suit different people, some being very fanatical that theirs is the best!

The core generally have a distrust of Big Corporate, Big Government and will go out of the way to avoid large conventional grocers, pharmacies or Big Box stores.

The core shopper values often align with the staff in health food stores, a reason they like to shop in health stores is to be served by likeminded people.

In the past few years conventional retailers have become the # 1 sellers of natural health products. More and more people are starting to realize the benefits and SAFETY of choosing natural health products.

Conventional retail shopping demand for natural health products is often due to convenience as well they feel more comfortable in conventional stores where they grew up shopping.

Though the conventional shoppers will shop in health food stores, they tend to not be as loyal or spend as high an average shopping the entire health food store.

I believe it is important to serve every customer with extreme care and respect however it is also good to recognize the core shoppers are the foundation of your business and want to feel a connection with your staff, management and store.

As conventional retail grows here are a few points to consider to increase your number of core shoppers.

  • People come into your store for advice!
    Many store owners tell me they give advice to a customer only for them to walk out to shop at a conventional store down the street. This does NOT mean you should stop given advice. The core shopper will honor your advice and give you a lifetime of loyalty if you provide good information for them to live healthier lives.
  • The store has the best selection of product in the area!
    Mass stores only carry the top 33% of products and get rid of slow movers on a regular basis. If you have the best selection of homeopathy, herbs, organic, sports nutrition, gluten free make it known as selection makes a difference to the core shopper.
  • The store has a fast checkout!
    No shopper has time to spend hanging out at the checkout counter.
  • The store offers convenient delivery to customer’s home or car!
    If you are concerned with on line shopping remember online is home delivery.
    Some stores offer customers to text on their way home and products will be ready when they come to the store. Find ways to save customers time and energy!
  • There is an easy return policy!
    Make sure your suppliers have a strong no hassle return policy on consumer returns so you can offer a NO HASSLE return policy to your customers!
  • Your store can charge a higher price but it must be reasonable!
    Core shoppers do not mind paying extra for the service however if your prices are over 10 – 14% higher they may feel ripped off.
  • The shopper is personally acknowledged by store staff management and owners.
    Make sure your customers feel a connection with your people not just the products.
  • After leaving the store the customer feels an ongoing relationship with the people and store.

Find ways to stay connected with your customer to share new information, special events, new products, sample days, etc. How do you know your customers will ever come back? You do not, so find ways to stay connected.

You may not be able to excel at each of the above however find 3 or 4 and make sure you focus on being best at, so you ensure you continually increase your core shoppers and not lose them to the convenience of conventional retail.

Happy sales!!

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