Anne Howe

The Latest Traffic Driver: Swine Flu Shots

December 29, 2009

FROM RETAILWIRE:
In a bid to boost traffic and promote their in-store clinics, many retailers are aggressively marketing themselves as the place to go for H1N1 vaccine shots. Is marketing H1N1 vaccine shots a smart way for retailers to drive traffic and promote health care options?      [more...]

I think using the flu shot clinics as a traffic driver does raise the perception that retail can be a viable option for health care solutions in the drug channel. I'm not so sure that same logic holds true in grocery. To me, it's a problem with the perception of the staff administering the shot, or the care, whatever it is. Perhaps it's unfounded, but my gut tells me the staff in the grocery store clinic is not the top of the line trustworthy health source I am seeking no matter what service I get. Convenient, yes, but convenience is not really on my decision tree for health care at the grocery store.

I'd rather see the grocers invest in a nutritionist to help me have an in-store resource for healthy food advice and shopping support. The perception of that service adding value works way better for me.