Presentation Title
Keywords
Food insecurity, Increasing sales volume, Marketing grocery stores, Financing store operations, Policy options to promote and sustain grocery operations, In-store marketing, Shopper marketing, Nutrition Interventions, Nudge marketing
Description
Grocery stores represent a context in which a majority of people’s food purchases occur. Considering food intake quality has dramatically decreased, understanding how to improve food choice in the grocery store is important. In this presentation, we detail financial resource types from which shoppers can draw (i.e., personal income, WIC, SNAP) and explain how these resources are allocated (i.e., planned, unplanned, error). Subsequently, we identify a framework for shopper marketing nutrition interventions that targets unplanned fruit and vegetable purchases (i.e., slack, or willingness to pay minus list items). Targeting slack for fresh fruit and vegetable purchases allows retailers to benefit economically (i.e., fruit and vegetables are higher margin) and allows shoppers to improve nutrition without increasing budgets.
We also provide preliminary evidence of what in-store marketing of fresh fruits and vegetables could entail by modifying grocery carts and floors to provide information of what is common, normal, or appropriate fruit and vegetable purchases. In each example, fresh fruit and vegetable purchases increased while not increasing shoppers’ budgets. To provide context for these results, we detail measurement tools to understand shopper behaviors, purchases, and consumption patterns. Finally, we address theoretical, practical, and policy implications of shopper marketing nutrition interventions.
Creative Commons License
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Shopper Marketing Nutrition Interventions
Grocery stores represent a context in which a majority of people’s food purchases occur. Considering food intake quality has dramatically decreased, understanding how to improve food choice in the grocery store is important. In this presentation, we detail financial resource types from which shoppers can draw (i.e., personal income, WIC, SNAP) and explain how these resources are allocated (i.e., planned, unplanned, error). Subsequently, we identify a framework for shopper marketing nutrition interventions that targets unplanned fruit and vegetable purchases (i.e., slack, or willingness to pay minus list items). Targeting slack for fresh fruit and vegetable purchases allows retailers to benefit economically (i.e., fruit and vegetables are higher margin) and allows shoppers to improve nutrition without increasing budgets.
We also provide preliminary evidence of what in-store marketing of fresh fruits and vegetables could entail by modifying grocery carts and floors to provide information of what is common, normal, or appropriate fruit and vegetable purchases. In each example, fresh fruit and vegetable purchases increased while not increasing shoppers’ budgets. To provide context for these results, we detail measurement tools to understand shopper behaviors, purchases, and consumption patterns. Finally, we address theoretical, practical, and policy implications of shopper marketing nutrition interventions.
