‘Don’t miss out’: retailers urged to engage with new consumer directory

Leading industry organizations are collaborating on a major new direct to consumer campaign, and urging retailers to get involved.

HealthyDoesIt, a consumer awareness campaign to encourage people to access the expertise and high-quality natural products available from their local health store, was launched this week by the Health Food Manufacturers’ Association (HFMA), in partnership with the National Association of Health Stores (NAHS) and the Health Food Institute (HFI).

Central to the campaign is www.healthydoesit.org, an extensive resource full of information where consumers can learn more about the natural management of health, including access to experts and the website’s key feature: a search tool enabling shoppers to easily and quickly locate the advice they need at their nearest local natural food store.

A PR and social media marketing campaign funded by the HFMA will launch in September.

Speaking to NPN shortly after the site’s launch, HFMA executive director Graham Keen said that everyone involved had put their ‘heart and soul into this concept’.

Esther Mills-Roberts, communications manager, added that the aim is to get as many stores listed on the site’s Store Finder as possible. The HFMA is encouraging independent retailers to get in touch about registering their details, to enable consumers to search through a comprehensive list of their local health stores.

This is a fantastic opportunity for people to be showcased direct to consumer

Her message to retailers is simple: ‘don’t miss out’ on the chance to reach a new audience. “This is a fantastic opportunity for people to be showcased direct to consumer in a way that is going to be supported by dedicated social media.

“The benefits to the independents are that they will be supported with newsletters [and] resources that they can use on their own social media. There will be a number of campaigns run throughout the year … to encourage footfall into store.”

Gary Trickett, chairman of the NAHS, lends his support for the campaign: “Our independent stores are run by highly qualified and knowledgeable experts ready to help consumers to optimise their health. I would strongly encourage all retailers and manufacturers to get involved by helping to promote www.healthydoesit.org.”

John Frisby, chairman of the HFI, adds: “We fully support HealthyDoesIt and are thrilled to be in partnership with them. Our health store heritage is a long one, and our vision and values remain the same today. It’s time to bring this message online in a consistent and celebratory way, making the most of the nation’s renewed interest in health and wellbeing.”

Stores can enquire about registering by emailing: [email protected].