Converting 'crossover' consumers into lifelong natural product shoppers

Many crossover consumers take their first step into a natural products store for a specific reason—a health condition like celiac disease or gluten intolerance, a new awareness of health issues for new moms and dads or a lifestyle change to vegetarianism. These consumers are searching for both products and education, and savvy retailers should aim not only to meet their immediate needs, but to turn them into loyal shoppers for life.

Naturals stores are already known for providing personalized education to customers, and these shoppers need it more than most. “New consumers to the channel are generally coming in with less knowledge,” says Bob Burke, founder of Natural Products Consulting, based in Andover, Mass. “Especially for new parents or those diagnosed with gluten allergies, these are watershed events that create a proverbial clean slate—people change their habits and start fresh.”

In other words, crossover consumers are ready for a change and desperate for information. But retailers may need to reach out to these shoppers in different ways and provide distinctive kinds of information for each type of consumer in order to ensure their loyalty.