Giant Eagle, the regional supermarket, is testing dedicated health and beauty areas featuring a wider selection of dietary supplements, a premium cosmetics counter and a pharmacy outfitted with a drive-through window. In addition to a pharmacist, the areas will field a dietitian and a licensed skin specialist.
Measuring 10,000 to 12,000 square feet in the three stores being tested, the sections feature their own dedicated entrance, brighter lighting and their own cash registers to accentuate the "separateness" from the rest of the store, according to the Pittsburgh Post-Gazette. The sections are not large enough to hold the inventory of a big box discounter, a pharmacy or a supplement store, but offer a sampling of each category. A particular emphasis is on organic foods and nutritional supplements. Giant Eagle added more than 500 new vitamin products and there also are areas for homeopathic remedies and gluten-free snacks.
A large pharmacy anchoring the area includes an adjacent private room for consultations. Pharmacists can administer some vaccines, and flu and H1N1 shots, and test for glucose and cholesterol levels, or for osteoporosis.
A licensed nutritionist conducts classes on food preparation and dieting tips. Joshua E. Shapira, the grocer's health and wellness director, told the Post-Gazette that Highmark insurance plans typically cover the seven to nine sessions, which otherwise cost $50 each. "Our goal is to come up with a Giant Eagle program in a couple of months that would get to all the insurers," he said.
A licensed skin care specialist is on duty three to four days a week as well as for consultations on everything from remedies for dry skin or rashes to makeovers.
The test is so far being rolled out to two more locations but could serve as a model for future formats. Since the program's unveiling in November, Mr. Shapira said health and beauty sales have increased 25 to 30 percent in the test locations.
Discussion Questions: What do you think of Giant Eagle's in-store wellness shops? Will supermarkets require dedicated health sections to fully capitalize on this market opportunity?