Staying alive

Consumerism is alive and well in the retail healthcare industry. Empowered, committed, and demanding, today’s shopper has embraced change and rapidly taken control of their personal health and well-being. In this blog post I’ll examine the “new normal” attitudes of consumers and offer actions to earn their trust and loyalty.

 

Empowerment

Never before has the sense of entitlement been so apparent among shoppers. They are confident and well-learned on topics related to health, diet, and exercise. And, if consumers feel they need additional information or guidance, they are quick to ask friends, family, and even complete strangers via social media or other Internet resources long before they seek the advice of a physician or other healthcare professional. Certainly there is no shortage of advice – some of it good, some of it bad. For the empowered consumer, finding information — whether using their desktop, mobile device, or some wearable gadget — is only a click away.

 

Action: Empower shoppers with knowledge — simple, straightforward, honest answers. They thirst for it and wouldn’t you rather it come from you versus misinformation delivered through unvetted sources?

 

Commitment

Perhaps fueled by the abundance of media coverage, emerging care groups devoted to the risk of chronic conditions, or the collateral effects of the Affordable Care Act, the prevention message is beginning to take hold. Twenty-four hour fitness clubs, nutritional centers, personal coaches and trainers, and complementary medicine are on the rise. I would surmise that the desire and commitment to get well and stay healthy is now the behavior du jour. In addition, attention to news stories (often consumed in digital tidbits) about viral outbreaks, epidemics, and the risks of obesity have become fodder for drinking fountain conversations and subsequent consumer action.

 

Action: Focus on wellness rather than sickness. Some retailers have done a very nice job transforming their messaging from “transactional” to “relational.” That’s a definite step in the right direction as long as the consumer experience matches the message.

 

Demanding Public

Reminiscent of an impatient toddler, today’s shopper wants it (whatever “it” is) when and where they need it. Evidenced by the ascent and rapid acceptance of Buy Online, Pickup In Store (BOPIS) and dot-com phenoms that continue to grab headlines (e.g., Alibaba.com), consumers appear to be less interested in traditional brick-and-mortar retail models favoring instead the ubiquity of robust omnichannel options – the best of both worlds. This has contributed to waning shopper loyalty, fast-and-furious technology launches, and a health-conscious consumer unwilling to wait for service, answers, or products.

 

Action: Get off the sidelines. Helping shoppers know what to expect before they step foot in a brick-and-mortar retail operation and offering various forms of immediate access to products, services, and advice are critical to success in the future.

 

Looking Ahead

As I was recently lamenting to an industry colleague, I longed to see around the next corner and begin putting plans in place to prepare. But, honestly, as the age-old expression suggests, “when you think you have discovered the key, someone will surely change the lock.” There is one thing I can recommend to remain relevant and stay alive – stop standing still.