Retailers Get Personal To Compete With E-commerce In Consumer Health
Traditional retailers including Kmart, Walgreens and CVS are responding to e-commerce threat by adopting technology and programs customized to shoppers’ preferences and lifestyles, says IRI Exec VP Robert Sanders. Consumer health firms are angling to find a place for their brands within the programs.
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Solimo package fronts prominently display statements that the supplement products are made with no artificial colors or flavors, gluten or lactose as Amazon looks to appeal to the growing number of consumers who want naturally sourced products. Like many other Amazon lines, which number around 80, Solimo is not promoted with a dedicated branded web page and the firm did not advertise the collection.
OTC drug firms would cannibalize their sales at retailers if they offer online subscription sales, the rapidly growing e-commerce model that offers advantages that appeal to consumers, says former P&G marketing executive Brent Walker.
Kroger will pay approximately $280 million for Vitacost.com, valuing the online supplement and health food retailer at $8 per share, a premium of 51% on it closing share price on Feb. 19, 2014, the day before a major shareholder asked the firm’s management to consider selling.