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In-Store Food Marketing Research Innovative strategies to market healthier foods and de-market junk foods Karen Glanz, PhD, MPH University of Pennsylvania
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In-Store Food Marketing Deserves attention as a unique focus – distinct from media marketing, digital marketing, and package labeling Shoppers/buyers are usually adults, but they are often influenced by children
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Significant Research Gaps Little research on children related to IN-STORE marketing Lack of representation of diverse population groups (race/ethnicity, income, education) Limited research on consumer behavior & health in real-life settings
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Price: coupons, specials, private label/store brands * Promotion: In-store vs. out-of-store; signage; banners; taste-testing; shopper marketing”; single- vs. cross-brand promotion; store nutrition guidance systems * Placement: Location of products in store; influence of assortments (quantity and variety); placement on shelves; quantity of facings/shelf-space; store layout Products: Nutrient composition; packaging; health claims; targeting markets; effects of color and naming * Most robust in-store marketing intervention opportunities C ONCEPTUAL F RAMEWORK : Marketing the 4 P’s
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GOAL: evaluate impact of in-store marketing strategies to… –Increase sales of healthy children’s foods –Decrease sales of empty calories from energy-dense, low-nutrient children’s foods –Be profitable or cost-neutral to retailers/manufacturers –Improve customer satisfaction & loyalty Pilot test observational measure: Grocery Marketing Environment Assessment Pilot Study in progress (The Food Trust, U of Penna, Temple University)
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Product Category Focus Known role in excess weight or weight gain prevention Nutritional content {CALORIES} varies within category Child-relevant Strong brand competition Potential to be revenue-neutral for retailers Can increase healthy, decrease unhealthy, and/or shift the balance Cereal Milk Beverages (SSB/0-calorie) Salty snacks Frozen entrees Frozen dairy desserts Canned pasta Frozen entrees Healthy check-out aisles
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Review previous sales data (select products) Consumer focus groups Design interventions Randomize stores (4 tx, 4 control) Implement interventions 4-6 months MEASURES Weekly sales data, 1 yr pre, weekly, post-intvn Intercept interviews Observations Grocery Marketing Environment Assessment pre-post Study Phases & Design
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MEASUREMENT Needed! Feasible measures of the 4 P’s for in-store food retail environments (measures exist for products) Separate dimensions (e.g., placement, promotion) Composite ‘scores’ to prompt and evaluate change Maximize objectivity (e.g., use sales data) Clear, feasible, reliable, disseminable
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FIRST-GENERATION MEASURES GroPromo (Kerr, Sallis, Bromby & Glanz; in review 2011) Measures placement and promotion for several categories of foods Studied in 3 neighborhoods in San Diego Good inter-rater reliability Discriminant validity Criterion validity (compared to customer receipts) Health Responsibility Index (Dibbs/NCC, 2004 in UK) Nutritional content of store brand (sodium, fat, sugar) Labeling information In-store promotions (shelf space, less healthy snacks @ checkouts Customer information & advice Overall Score
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Research Methods Balance between internal & external validity Controlled experiments Advantages: determine causal effects, manipulate variables of interest Disadvantages: if done in lab settings they may differ from real-life situations Field studies & natural experiments Advantages: closer estimate of real-world effects Disadvantages: expensive, hard to control external factors & events
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“Micro” includes laboratory experiments, often not in real-world settings “Meso” includes analogue stores, with experiments and/or observation “Macro” is in real-world settings, ideally sustainable Design Approaches (micro to macro)
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Balancing pros & cons: Controlled experiments in real store settings Uses advantages of previous two approaches Where industry-researcher partnerships have the most potential payoff From a public health perspective Maximizes scientific rigor + real-world applicability Can build on controlled/lab experiments Better chance of dissemination & sustainability over tim e
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Issues to consider and Opportunities to use Will need to tackle the unhealthy options Brand-based vs. health-based marketing Loyalty card users Slotting allowances Displays and signage – in-store triggers Audio and shopping-cart displays Information: on-packages and elsewhere
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Challenges Working together – supermarkets (want people to buy more) and public health researchers (want people to buy less of common products) Consumer price and value sensitivity (wanting more food for their money) Defining ‘categories’ for sales data isn’t as easy as it seems Balancing industry’s profit motive, consumer desire for value, & health experts’ goal to reducing childhood obesity
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Acknowledgments/Collaborators University of Pennsylvania Karen Glanz Erica Davis The Food Trust Allison Karpyn Stephanie Weiss Temple University Gary Foster Alexis Wojtanowski Collaborating Grocers Brown’s ShopRite Fresh Grocer Funding: RWJF, HER, USDA
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Thank you! ”An ounce of prevention is worth a pound of cure” - Ben Franklin
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