Walmart set out on a campaign to prove that there is a relationship between rewards and consumers making smarter grocery choices. The idea behind the concept is to help consumers make healthier food choices and spend less money in the process. With this in mind, Walmart rolled out the” Great for You” label. The company then went on to choose grocery packages in their Great Value and Market-Side store brands. They also chose low fat dairy products that have the right nutritional content. This was done to help the shoppers quickly identify the smarter food options from the shelves.
In 2012, Walmart increased the incentive to 5 % savings for the “Great for You” grocery labels. This was the first of its kind incentive in the market and was open to over 1 million Walmart shoppers throughout all the supply chains. Though Walmart has not revealed the actual figures for the results of the incentive, there have been notable benefits from the initiative. For instance, one out of every four families cannot afford decent groceries. This incentive has helped disadvantaged families an opportunity to eat healthy. About 84% of the members of the Humana Vitality group for instance, have reported that they were motivated to buy themselves healthier food alternatives as a result of the promotion. The results of this initiative from the humanitarian and social perspective, is notably encouraging.
The President of the health and wellness department at Walmart states that their objective is to provide a wellness destination for their customers. This has been achieved through the provision of affordable and accessible means of fighting for their health. A report from the National Public Radio states that there is likely to be a more significant reduction in lifestyle diseases such as obesity, because more people have the opportunity to make healthier food choices.
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