Holland & Barrett in health expert shift

Health product retailer Holland & Barrett is shifting the focus of its marketing away from price promotions to the expertise of its staff, in an effort to differentiate itself from supermarket chains.

Phil Geary, group marketing director of Holland & Barrett parent company NBTY Europe, said the activity was -intended to demonstrate that although supermarkets offer cheap vitamins, ‘they can’t compete with us on customer advice or product knowledge’.

Holland & Barrett will launch a campaign in 2012 highlighting the fact that its staff are trained to National Vocational Qualification (NVQ) standard. It will position the retailer as offering a ‘sincere’ level of service, with staff taking the time to understand -customers’ lifestyles.

Geary claimed that the NVQ standard of training meant customers would not be -offered a ‘quick fix’. He added that the drawback for consumers of buying health products at supermarkets is that they have to undertake research themselves.

This week the retailer is rolling out a TV campaign, by Big Communications, to raise awareness of its Rewards for Life loyalty scheme. It is hoped that the scheme will enable more targeted marketing by segmenting its customer base.

Geary also suggested that the company’s sexual health products, which are currently sold only online, could start appearing in stores next year.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer