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As you prepare your health food business for 2015, we review the top advice we received from natural products retailers in 2014.
Get vendors on board. When introducing a new product or concept to your customers, enlist vendor help in tailoring information to your customers’ specific needs. “We’ll ask vendors to translate a one-page info sheet on their product or brand to Spanish,” Lopez says. “We keep a lot of this type of literature on hand, which really encourages shoppers to try things.” Instill trust to override price conceptions. “Hispanics are very price sensitive and worry less about quality,” Lopez says. “Sometimes shoppers think we’re too expensive, yet we have a reputation for providing guarantees and refunds. If you don’t like it, bring it back. This helps assure shoppers that we’re not trying to pull one over on them.” Hire your customers. People who already love your store and are passionate about natural remedies can become some of your biggest assets. “We have very knowledgeable, bilingual staff, most of whom are former customers,” Lopez says. “Many other mom-and-pops that we compete with are limited in knowledge. They’re just sales mills. Shoppers say, “Those guys can’t tell me how to use a product, but your staff can." Read more about Lopez and how he found success with his Herbs of Mexico stores.
Teach by taste. As part of its annual Roots Fest, Cormier’s store feeds everyone a free, fully organic barbecue. “It’s our way of showing people that organic doesn’t have to be exotic or weird,” she says. “It can be the same as what they’re already eating, only organic. Last year we fed 1,000 people.” Give them what they can’t get elsewhere. Even if you’re the only dedicated natural store in your area, nowadays shoppers can find many natural foods in supermarkets—but not necessarily organic produce, supplements or natural body care. This can work in your favor. “There aren’t any other vibrant independents nearby that sell produce and natural body care, so Roots fulfills this need,” Cormier says. “We have a very extensive HABA department and do about 50 percent of our sales there.” Take customers’ lead. Once shoppers feel comfortable in your store, they’re more apt to tell you what they want. Listen to their suggestions. “Customers have been begging us to do a juice bar, because there isn’t anywhere nearby to grab a quick, healthy juice or lunch,” Cormier says. “So I’m diving into foodservice, which I’m not as comfortable with, but I think it will be a great addition. Maybe after that we’ll add more grab-and-go stuff.” Read more about how Marieke Cormier's mission and community building at Roots.
Don’t follow fads. “You can’t carry everything, and selling fads will not ensure you’ll be here tomorrow or be respected in your community,” Boyer says. “Some stores put up Dr. Oz displays. No way would we do that. You have to be true to yourself, stick with your standards and carry products in good consciousness.” Trumpet your knowledge. “We take a firm stand against misinformation and bad products and have very little patience for other stores that don’t,” Boyer says. “We are very fortunate in this industry to have access to top experts and education, so we owe it to consumers to use these resources and to actually look at clinical trials and pass information on.” Be vocal with manufacturers. Frustrated with cheap Internet sales and big-box store discounts? Speak up about your value as an independent, and advocate for more uniform pricing. “I think some supplement manufacturers are idealistic about what’s going on right now,” Fiori says. “But it isn’t working. We think we have the best products and can explain them far better than any box store or online retailer.” Read more about how Susanne Fiori and Cindy Boyer hold high supplement standards at Nature’s Garden Natural Foods and Shoes.
Commit to organic. Really commit. Having an organic-only produce department isn’t easy—but it’s doable. Kysar encourages natural retailers to step it up a notch and really make it happen. “Many independent retailers say things like ‘we use organic whenever possible,’” he says. “No, they don’t. I know this because I do it.” Don’t fret lost sales. “By stocking only organic meat, I’m missing out on sales of all those ‘natural’ meats,” Kysar says. “But I’m OK with that.” For Kysar, it’s more important to set strict meat standards that help protect the earth and consumers’ health. Stick to your guns on one issue, such as stocking only organic meat, and you’ll find plenty of other places within your store to recoup sales. Own who you are. “A penny shopper won’t shop here, and we can’t compete with another store having closeouts—and that is fine,” Kysar says. “People come for our sustainably caught salmon, vegan options and more. We’re not trying to be everything to everybody. But we want to be something to most people most of the time.” Read about Chris Kysar's passion for organics.
Be real with shoppers. “One guy came in with high blood pressure and wanted a supplement to help,” Johnson says. “I asked him what was going on in his life. Turns out he was getting a divorce and losing his business. I told him I had nothing in a bottle that could fix that. Instead, he should get a glass of wine and soak in the tub. He really appreciated that I was so honest with him rather than just trying to sell him something.” Get customers cooking. “We’re starting to do more hands-on cooking demos,” Johnson says. “We want to show shoppers that good health is not just popping a supplement or opening a box of cereal. Our biggest role as a natural products store is to inform people about healthy, whole foods.” Tell the truth about trends. Johnson is skeptical of trends such as gluten free and the paleo diet. He knows some shoppers medically must eat specific diets, but he’s honest with those who are just jumping on bandwagons. “There’s always a new hot diet coming down the pike,” he says. “I tell people that if they improve their diet in any way, they are going to feel better.” By being honest, you’re more likely to have customers who last. Read more about how Ralph Johnson chose to make a difference through FoodWorks Natural Markets.
Don’t be shy to ask for help. Anderson had built a great reputation within the community for being someone who is devoted to the well-being of others. So when Organico needed help, folks were more than happy to assist. “So many people who knew me put some cash right into my hand,” she says. “I couldn’t believe it. I felt so blessed and humbled.” Take it slow. To prep for the move, Organico sold off a good deal of its inventory and then opened up in the new, larger space before scaling up its offerings to full capacity. This gave the store time and breathing room to do things right and expand as it was able. Create an inviting space. From the wooden shelving to the trees inside the store, Organico now offers an environment that just feels good to shoppers. “Once people come in, they don’t want to leave,” Anderson says. "Focus on these kinds of finishing touches to make your space more than just a store." Learn more about how Theresa Anderson expanded with the help of community.
Make sure products are tested.Supporting up-and-coming brands is important, but all need to invest in one of three things for Distefano to consider stocking their products. No. 1, a brand can self-test its products and provide documentation. Second, they can elect to use a third-party lab to obtain gluten-free results. Lastly, a product can receive certification from a gluten-free certifying agency. Check the paperwork. Many certifying agencies require yearly testing. Make sure a company’s filing is up-to-date because factors such as supplier, packaging and facility adjustments can change a product’s status. As the gluten-free market grows, Distefano sees more and more old documentation. Hold high standards. Even if companies meet the above, some do not pass muster for Strictly Gluten Free because of nutrition or cross-contamination concerns. Customers appreciate stores that take the role of standard bearer. “If you are truly keeping an eye out for the best interest of your customer, in our case we are hypertargeted, that financial side will take care of itself. Read more about why high gluten-free standards matter to Steve Distefano.
Keep it a priority. Even when crises arise or times get tough, don’t let your education program take a back seat or you’ll risk having to start over at square one and sending the wrong message to employees. Keep at it. “Our program wasn’t developed overnight,” Sowers says. “I’ve been working on it since the ’90s, and we’re still developing new ideas for classes. The Clark family has made this a top priority.” Realize the cost. Creating a successful program takes money—not only for developing curriculum but for the hours your employees will spend off the floor taking classes and studying. Factor in these considerations as you develop your program, and remember: While the costs may be steep up front, in the long run, educated employees sell more. Build in incentives. Consider a tiered education program like Clark’s in which the first level is mandatory and subsequent levels are optional depending on employees’ personal interests. Offering incentives for classes shows that you’re willing to invest in their futures. In turn, they’ll invest in you, which helps build morale and supports staff retention. Read about why Clark's Nutrition and Natural Foods Market prioritizes employee and customer education.
Encourage shoppers to take stake. “When I tell customers about our new locale, they worry that we’ll close this one,” Johnson says. “I tell them that this business belongs to the community. They’ve been supporting us so far, and if they continue to do so, we will be here. I encourage them to take ownership and to tell me what they’d like us to carry.” Keep in touch. “I reach out via Facebook and try to send out an email once a week letting customers know what we’re getting in fresh or when we’re doing wine tastings and other events,” Johnson says. “We’re also a pilot program for Delicious Living magazine, so I send out the digital edition every month.” Give ’em a little something extra. “We have a massage therapist who subleases space here,” Johnson says. “We also have a spa bed, which has become pretty popular, especially among customers with fibromyalgia.” Little, unexpected touches like these can draw more shoppers to your store and give your regulars even more reason to stop in. Learn more about how Judy Johnson has created a community health hub at Living Well Down East.
Let customers color you. Besides attending tabletop shows and reading trade magazines to find unique and interesting products, make sure you’re listening to what your clientele wants. Oftentimes you can secure these items more easily than consumers can. “Customers come to us all the time and tell us what they want because they know we’ll be able to get it for them,” Stone says. Use ample signage. When offering both natural and conventional items, make it clear which oranges are organic and what pastas are not necessarily natural. “Everything in our stores is integrated, but we call products out with clear signage so shoppers have choices side by side,” says Stone. Make your store more accessible. You can’t change the location of your store, but you can ease transport to and from your outlet. Mollie Stone’s has two buses called Mollie Buses that take customers home after shopping, within a few miles’ radius of the store. Shoppers just have to buy a minimum amount of products. “Mollie Buses are branded with good signage, kind of like an airport bus,” Stone says. Read more about how Mollie Stone's Markets successfully merges natural, conventional and specialty products.
Connect and believe. Ask yourself what else you could provide to give the community more reason to connect with your store. Natur-Tyme’s motto: If it’s right for the customer, if it’s right for the community, then it’s right for us. Any expansion takes work, so you must be passionate about and confident in what you’re doing and why. Let go. It’s natural to want to maintain control of every aspect of your business, from serving shoppers to researching new products. But with an expansion—especially into an entirely new business—you must let go to some degree or you’ll be limited in what you can accomplish, Meyerson says. Bring the right people on board and have faith in them. You’ll be amazed at what gets done. Remember, tech is your friend. Technology can streamline processes that you never imagined needed fixing. Meyerson expanded her business and updated her POS system at the same time. “It was a hell of year, but we’re finally coming out the other side,” she says. “Now my buyers are walking around with their iPhones scanning products to UNFI. If you’d told me that a year ago, I’d have said you were nuts.” Read about how Wendy Meyerson and family grew Natur-Tyme through diversification.
Start writing. To put GMO labeling on your state and national representatives’ radars, launch a letter-writing campaign and invite shoppers to participate. PCC does this when pressing legislative issues arise and has gathered about 30,000 letters each time. Voice customers’ wishes. Legislators listen to retailers, but many mainstream grocers stand by manufacturers in opposing GMO labeling. This makes it especially important for natural retailers to make their customers’ opinions known. “Retailers need to come out and admit that consumers want GMO labeling,” Bialic says. Educate, educate, educate. PCC has been discussing GMOs in its monthly newspaper for 20 years. Use your newsletter and social media communications to give shoppers the facts on GMO labeling. Hold informational meetings and seminars as well. Read more about PCC's GMO policies and why it engages in the labeling movement.
Start writing. To put GMO labeling on your state and national representatives’ radars, launch a letter-writing campaign and invite shoppers to participate. PCC does this when pressing legislative issues arise and has gathered about 30,000 letters each time. Voice customers’ wishes. Legislators listen to retailers, but many mainstream grocers stand by manufacturers in opposing GMO labeling. This makes it especially important for natural retailers to make their customers’ opinions known. “Retailers need to come out and admit that consumers want GMO labeling,” Bialic says. Educate, educate, educate. PCC has been discussing GMOs in its monthly newspaper for 20 years. Use your newsletter and social media communications to give shoppers the facts on GMO labeling. Hold informational meetings and seminars as well. Read more about PCC's GMO policies and why it engages in the labeling movement.
36 ways to improve your natural foods and supplement store in 2015 and beyond
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