![6 natural retail trends to master in 2016 6 natural retail trends to master in 2016](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltbd31c9e241acb684/64f1cfad6f55094bd12bd05e/Untitled-1_1.jpg?width=700&auto=webp&quality=80&disable=upscale)
The rise of convenience continues, but for natural products retailers this consumer trend isn’t just about snackification. It means making the shopping experience easier and offering food conveniences, too. Why are the dairy and nut milks all the way in the back of the store? Are staff available to assist customers? Are you offering easy-to-reach grab-and-go options for breakfast, lunch and dinner? Is your deli area serving customer needs for health and speed? Are products that make meal prep fast and easy merchandised optimally? Consider making your customers’ lives easier in 2016 and they will reward you.
With the growing focus on fresh, packaged fresh, ready-to-drink beverages, snacking and prepared foods, it’s time to rethink the aisles and sets. Sprouts Farmers Market may be leading the way to prove shoppers will take to a new layout that serves them. The grocer puts produce in the center of the store in a big way. Others are increasing focus on food bars and fast casual dining options. It’s working in the restaurant business. As a natural foods grocer, consider what you can borrow from that sector. Have you reviewed not only your categories but their space allocation?
It’s time to go beyond omnichannel. Retail experts have been touting omnichannel for a few years now as a way for retailers to serve up experiences across bricks and mortar, mobile and desktop. Retailers need to turn that around and put the customer as the center—not themselves or the technology. Channels disappear in an Internet-of-things world. Apple Pay. Buy buttons. Virtual reality. Beacons. And on and on. Retailers need to be ready to serve customers when they call, ping or push to connect at home and in store. Natural retailers and grocery stores have taken to tech with the growing number of delivery options and click-and-collect services. We’ll be watching to see just what Whole Foods Market has in mind with its technology play in the new 365 by Whole Foods stores. Do you understand you customer and how to reach her when she needs you?
Private label isn’t a black-and-white game anymore. The last recession proved private label’s staying power as shoppers stuck with bargain brands and accepted store-named products as pantry regulars. Not only have store brands become standard fare—they have risen to star status with the likes of Trader Joe’s and the new 365 by Whole Foods retail formats centered around them. But you don’t need a new storefront to play up your name. I visited a small supplement store in South Dakota that wowed with its private label supplement display. Their supplements weren’t stuck among other B’s, C’s and zincs; the whole line got a standout shelf and large sign. It even works for simple lines such as prepackaged bulk. My local independent has found success with customers wanting to support “local” by buying private label nuts, seeds and dried fruits. Have you considered the value of adding more private label products? And how is your merchandising working? Do your products deserve higher billing?
Sure, the local food movement has been a key driver for natural products retail. But like so many things about the growing natural industry, big is copying small. Kroger touts local. Safeway touts local. Even Starbuck and Target are going “local.” The new local is not just about the food, but the community it grows socially and economically. Think of local grain economies, food hubs, Slow Food, Slow Money cottage industries, Certified B Corporation (with a local focus). How are you cultivating and celebrating the food community? Such moves push a store beyond a commodity market to a community market worth supporting.
Forget old-school customer service and standard education fare. It’s time to elevate the shopping experiences you offer. All of these retail changes revolve around improving the shopping experience. Now, how about delighting that customer? Products on a shelf are not enough. Even the right products on the shelf don’t do it. Apple seeks to “immerse” customers. What’s more immersive and experiential than food and health? Consider how shopping feels, from the moment the customers walks through door to paying any number of ways at checkout. Can you improve it? Are staff there to help or to add valuable consultation and advice? What are you doing to create memorable experiences? Demos do the trick, but would a regular farmers market immerse customers in a healthy food culture? Experience matter more than ever before in developing a relationship that draws customers back time and again.
Forget old-school customer service and standard education fare. It’s time to elevate the shopping experiences you offer. All of these retail changes revolve around improving the shopping experience. Now, how about delighting that customer? Products on a shelf are not enough. Even the right products on the shelf don’t do it. Apple seeks to “immerse” customers. What’s more immersive and experiential than food and health? Consider how shopping feels, from the moment the customers walks through door to paying any number of ways at checkout. Can you improve it? Are staff there to help or to add valuable consultation and advice? What are you doing to create memorable experiences? Demos do the trick, but would a regular farmers market immerse customers in a healthy food culture? Experience matter more than ever before in developing a relationship that draws customers back time and again.
Watching the changes in retail as natural and organic become the food story of the year in retail and manufacturing is like keeping up with the latest in chia, coconut or superfood of choice.
After examining what's happening in the natural products industry and the wider world of retailing, we narrowed the list of important 2016 trends to examine and excel at to six.
Here they are.
Illustration:
Dorling Kindersley RF/Thinkstock
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