& WENDY LIEBMANN // WSL
JUDY SANSONE // CVS/HEALTH
PATH TO PURCHASE SUMMIT | March 17, 2015
How Shopper Insights are Transforming U.S.
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Understanding and their “shopping life ” is the path to successfully your future retail.
“ – WSL mission
SM
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1 Health & Wellbeing: Big Opportunity (for All)
2 Why CVS Saw the Opportunity
3 How CVS Executed Against It
4 31/2 Things to Consider for the Future
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For everyone…. well, almost everyone
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HEALTH CARE ISSUES CONTINUE TO SKYROCKET
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AFFORDABLE CARE ACT KICKS IN
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SHOPPERS ADOPT HEALTHIER HABITS
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NEW TECHNOLOGY MAKES HEALTHY LIVING ACCESSIBLE
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COMPANIES EXPAND THEIR WELLNESS PORTFOLIOS
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RETAILERS INNOVATE THEIR STORE EXPERIENCES
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RETAILERS EXPAND CLINICS
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HOTELS TO HOSPITALS, ALL INDUSTRIES PARTICIPATE
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…FROM FASHION TO BEAUTY, ALL CATEGORIES JUMP IN
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HAS ALREADY
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WHAT ARE THE IMPLICATIONS? New
Choices
New Treatments
New Threats
New Opportunities
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HOLISTIC VIEW BODY, MIND & SPIRIT
“Laughing and emotional
well-being.” – Age 49
“Balancing physical and
mental health.”
– Age 34
“Overall maintenance of mental and
physical – incorporating
exercise, healthy eating and living.”
– Age 51
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MENTAL HEALTH
Feeling mentally balanced
76%
Feeling energized 74% Feeling positive 71%
% Healthy means mentally balanced
+16 ppts. from 2011
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THE BASICS
Able to move easily
71%
Being rested (enough sleep)
70%
Being at the right weight
68%
THE LOOK OF HEALTH Having glowing/soft skin 37% Looking good in clothes 34%
Having shiny hair 32%
Having white teeth 31%
Having bright eyes 31%
Having strong nails 27%
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% Too much stress
#1 OBSTACLE TO GOOD HEALTH?
Smokers #1 Obstacle
is Smoking
58%
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OTHER OBSTACLES
37% Lack of sleep
36% Being
overweight
32% Too much
sugar, salts, fats
32% Too many processed
foods
25% Not having
time to exercise
23% Can’t afford
healthier choices
19% Health
conditions/illness
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% Are confident they know how to live a healthy life
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HEALTHY HAS A WIDE REACH
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MAJORITY TRUST A LONG LIST OF ADVISORS Top 10 Trusted Advisors For Health Information
(Base: Users/Familiar with Service)
75% 73% 69% 69% 62% 62% 61% 60% 57% 53%
Physician
(General)
Physician (Specialist
)
Pharmacist
Nurse Parents/ Grandparen
ts
Nutritionist Physical Therapist
Health Websites
My Children
Friends
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45% 43% 41% 39% 38% 37% 37% 35% 35% 30%
3/10 - 4/10 SHOPPERS TRUST MEDIA (NEW AND OLD)
Trusted Sources For Health Information (Base: Users/Familiar with Service)
Gov’t Websites
Fitness Apps
Online Reviews/Ratings
Newspaper/
Magazine Articles
Ideas/ Recipes on Pinterest
Brand Websites
Health Forums/
Chat Rooms
Blogs Retailer Websites
Posts on Social Networks
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APPS PLAY A ROLE TOO
23% 22% 17% 17% 11% 11% 8%
Use of Health Related Apps (Base: Users/Familiar with Service)
Fitness Performan
ce Tracking
Apps
Health Informatio
n/ Advice Apps
Fitness Informatio
n Apps
Dieting & Nutrition
Apps
Retailer Apps
Brand Apps
Sleep Monitoring
Apps
31%
27%
26%
26%
17%
15%
14%
Millennials
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RETAILERS! Earn my trust. Retailers Shoppers Trust for Healthy Choices
(Base: Channel/Store Shoppers)
Specialty Vitamins/Supplements Stores
75%
Specialty Food 74%
Independent Drug Stores 73%
Warehouse Clubs 71%
Chain Drug Stores 64 - 69%
Specialty Beauty 60%
Amazon 59%
Mass Merchandisers
49 - 56%
Dollar Stores 45%
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% Increase healthy choices
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% Identify healthy choices
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34% Flag healthier
choices
31% Create a
loyalty program to encourage
healthy choices 26% Showcase the
source for fresh foods
25% Provide
information to about healthy
choices
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48%
36%
50%
RETAILERS! Earn my trust. I Read Labels to Make Healthier Choices
(Base: Total Respondents)
%
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AT RETAIL
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SHOP RITE Focus On Healthier Choices
FRESH JUICE & SMOOTHIES WELLNESS CENTER DIETICIAN SELECTIONS @ THE PHARMACY
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RALPH’S & ST. JOSEPH HOAG HEALTH Shop with your Doc
ST. JOSEPH HOAG HEALTH & RALPH’S PARTNERSHIP
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STANLEY’S PHARMACY Old and New World – Under One Roof
TEA BAR FOR HANGOVER CURES, DETOXING PHARMACY, AND A MIX OF NATIONAL, NICHE, AND NATURAL BRANDS
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SELFRIDGE’S THE BEAUTY PROJECT Wellness Reaches Whole Store
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CAPITAL BLUE Encourages Prevention
JUDY SANSONE