Healthy Profits: An Interdisciplinary Retail Framework that Increases the Sales of Healthy Foods

Published on Mar 1, 2017in Journal of Retailing
· DOI :10.1016/J.JRETAI.2016.12.007
Brian Wansink90
Estimated H-index: 90
(Cornell University)
Disruptive layouts, smart carts, suggestive signage, GPS alerts, and touch-screen preordering all foreshadow an evolution in how healthy foods will be sold in grocery stores. Although seemingly unrelated, they will all influence sales by altering either how convenient, attractive, or normal (CAN) it is to purchase a healthy target food. A Retail Intervention Matrix shows how a retailer’s actions in these three areas can be redirected to target shoppers based on whether the shoppers are Health Vigilant, Health Predisposed, or Health Disinterested. For researchers, this review offers an organizing framework that integrates marketing, nutrition, psychology, public health, and behavioral economics to identify next generation research. For managers, this framework underscores how dozens of small, low cost, in-store changes are available to each that can surprisingly increase sales of entire categories of healthy food.
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