HBC MARKETING CONFERENCE 1999-10-04 (1)

CHRISTINA VEIDERS

MARCO ISLAND, Fla. -- Copps Corp., Stevens Point, Wis., is set to launch a whole-health marketing program Oct. 2 that is structured upon interdepartmental cooperation. Sixteen of the company's 21 stores will participate in the program, Wayne Gresl, director of nonfood, told SN during the General Merchandise Distributors Council's HBC Marketing Conference here Sept. 24 to 29.

Gresl is the task leader for the project that carries the whole-health umbrella under the theme "Copps Food for Life. Copps is focused on your health." The program is vertically integrated through all major departments including natural food, produce, meat, grocery and pharmacy. It requires the coordinated participation of category managers and trained staff members. There are 10 pharmacies within the group of 16 stores participating.

As part of the marketing effort, common disease states such as heart problems, high cholesterol, hypertension and diabetes will be focused on and linked through the various departments, which will provide appropriate products and information to manage the specific disease states.

The program will be supported by prominent point-of-purchase display and signage as well as extensive in-store and newspaper advertising.

According to Gresl, the strength of its natural-food departments, established 13 years ago, gives Copps a strong base to build its whole-health proposition.

"The biggest challenge is getting rid of the silos and having the various departments work together," said Gresl, who was reluctant to give details on the project. He noted that no departments were being added or drastically repositioned. Some things within the stores, however, are being refined to present a clear whole-health statement to shoppers. For example, a HealthNotes electronic informational kiosk is slated for the stores. Related health and fitness magazines will be relocated to health sections.