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Perhaps the most important role in natural retailing is the role of the recommender… the person who helps choose which product will bring the greatest benefit and value to the end user, the consumer.
Over the past five-plus decades, millions of Canadians have benefited from safe and effective natural products sold at local health food stores. A lot of credit for these safe effective choices goes to the people working in the store…the recommenders!
One of the things I truly admire about the front line recommenders is their dedication to product knowledge. Some are NDs, RNC’s, while most have taken courses or have a degree in nutrition, herbs, homeopathy, diet, sports nutrition, Chinese medicine, EFT, vibrational medicine or other modalities which help the consumer make the best choice.
Recommenders also put in many extra hours going to supplier trainings, reading health books and following current information on line. The learning never ends. Just take a look at the variety of products on the shelves – vitamins, minerals, herbs, homeopathy, protein, greens, teas, aromatherapy and much more. According to Health Canada, over 50,000 products are licensed. Most stores carry 5,000 individual supplement SKUs. Keeping up and continually improving their product knowledge is a full time commitment.
A sincere interest in helping people is also important. Most people, who shop in a health food store, especially for the first time, are looking for ways to improve their health. Whether this is a Dr. Oz fan asking for his daily weight loss suggestion or the person looking to become a vegan, the recommender often plays an important part in making their choice and fielding their questions: What is the difference between these probiotics? Which fish oil is best? Do you have gluten-free? Does it taste good? Can I take it with _____? Do you have anything for _____ ? What form of calcium is it? Is it GMO? When is the best time to take this? Can I take it with food? Does it help with… you know… nod, nod, wink, wink? The list of questions is virtually endless. Most stores have recommenders who have been serving consumers for many years, as experience is often the real answer to most of the questions asked.
When they do not know the answer, top recommenders take an interest to find out. Whether asking fellow staff, suppliers, researching in books or online, the recommender takes time to make sure the customer finds answers and solutions to satisfy their needs.
The experienced recommender understands a better educated customer will buy and benefit more. They always look for ways to help educate their customers to understand how to take responsibility for their own health. They know a sale is not final unless the customer leaves with product information supporting their purchase.
The health food store recommenders deserve a lot of credit for everything they do to increase the wellbeing of their customers by recommending products that support their store and their suppliers.
A BIG THANK YOU to all of you across Canada!!
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