CLEMENS ROLLS OUT NEW HEALTH KIOSKS

LIZA CASABONA

KULPSVILLE, Pa. -- In a bid to increase its whole-health offerings, Clemens Markets here has implemented a chainwide rollout of the latest generation of health information kiosks. "There is so much information out there," said Mark Clemens, vice president, marketing. "These kiosks make it so much easier to look up items, track recipes, and find different healthy alternatives." Clemens is the first chain to roll out the new format, called Healthnotes EasyAnswers Touchscreen.

Clemens' first installations are in the produce departments, the marketing vice president said. The retailer will see how well it performs there before deciding what other departments to move the kiosk to. However, Clemens said he expects the installation will positively affect store sales and service across the board.

"I think this rollout will increase both sales and customer service. It definitely creates knowledge about products that consumers might have been skeptical about purchasing. Plus, the recipes will impact sales," he added.

Healthnotes, Portland, Ore., offers a health and wellness database that spans all sections of the store. Clemens also will add Healthnotes Healthy Living, the content portion of the kiosk, to its Web site. The rollout was scheduled for completion by the end of January.

The new kiosk format, designed specifically for a retail setting, features a touchscreen, printer and an updated visual presentation designed to be consumer-friendly.

Healthnotes Healthy Living Program, which runs on the kiosks, provides information on medicine interactions, vitamins, herbal supplements, general nutrition, special diets, weight control, exercise, recipes, lifestyle information and more.

Healthnotes kiosks can be used by retailers that are trying to establish themselves as whole-health resources for consumers, said Jim Wisner, president Wisner Marketing, Libertyville, Ill. Offering customers a reliable in-store resource can help retailers focus on the whole-health segment storewide. Supermarkets, he pointed out, are uniquely positioned to respond to consumers' whole-health needs at the point of purchase.

"From a branding standpoint, doing this shows that you're serious about this issue," Wisner said.

Among the retailers nationwide that have installed combinations of Healthnotes' older kiosk application and Web content are Wild Oats, Ukrops, Hy-Vee, Raley's and Kroger. With the new kiosk, the software application is the same, but the hardware has been upgraded.

Clemens had one of the older Healthnotes kiosks installed prior to this rollout for about two years.

Typically, most Healthnotes retailers place the kiosks in the store department where vitamins and herbal supplements are located, said Amy Garland, marketing manager, Healthnotes. The kiosk can be tailored to reflect the department it is located in. There are applications for pharmacy, produce, meat, seafood and other departments. Once consumers begin using the application, they can access all related data regardless of their entry point.

The effectiveness of informational kiosks like Healthnotes depends on the retailer, Wisner said. To optimize the impact of an installation, retailers need to draw attention to the machine with shelf-talkers or pharmacist-initiated suggestions. There is strong potential for the kiosk to ease the burden of pharmacists, he added, by giving customers self-service access to sensitive information.