潜水简介:
- California-based Raley’s has created a new position — nutrition strategist and brand influencer — naming dietitian Yvette Waters to the role. The company said this position supports its “commitment to evolve their brand and stores to change the way customers eat.”
- According to a company release沃特斯（Waters）负责制定营养策略，与商人团队合作，将健康产品带入商店，支持团队成员教育并开发客户教育作品。
- Waters was first hired by Raley’s to support the development of the company’s newest brand, Market 5-ONE-5, which debuted in May. She led the brand's nutrition strategy, developed the category standards and curated the product assortment.
潜水见解：
由于负责制定营养策略的敬业职位，拉利（Raley's）专注于越来越多的消费者想要吃得更健康的消费者。沃特斯（Waters）在“个性化营养”上的优先级特别是达到最佳位置。年轻的消费者认为定制可以提高价值，according to new research from Technomic。
通过创建这个角色，拉利（Raley's）正在从其他采取类似举措的杂货店中摘录一页。Hy-Vee有打开了独立的Healthmarket和几乎所有商店都雇用了营养师。实际上，杂货店营养师并不是什么新鲜事物。1988年，韦格曼斯added its first registered dietitian to its staff。However, as healthiness becomes a bigger priority for more consumers, retailers are employing more of them throughout their chain. About half of the stores that responded to a2016年的调查是由进步杂货商进行的他们说，他们已经注册了营养师的工作人员，平均每家公司21。
这样的立场似乎正在从差异化转移到必要性。据卡罗尔·伯德·布雷德本纳说, a distinguished professor of nutritional sciences at Rutgers, consumers want to eat healthier, but they don’t because they’re confused.
“In fact, when they were asked about how easy it was to figure out how to eat healthfully, half said it was easier to do their taxes,”she told Food Navigator.
The grocery industry has a big opportunity to solidify itself as an authority by focusing on health and to help people navigate this complexity. This could provide the industry with a clear advantage over restaurant and c-store players fighting for the same consumer dollars. Adding perks like nutritional instruction and in-store dietitians还可以鼓励客户忠诚度。
There could be further benefits for Raley’s with this new position. President Keith Knopf noted that Waters also will play an integral role in improving the nutritional value of the company’s private label products relaunch. With this hire, Raley’s looks to be leveraging not only the increasing demand for health and wellness, but also the growth of private label brands, which are increasing atthree times the rate of national brands。
