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Overview

Healthy Living is a family-owned independent grocery store that was a pioneer in the natural foods space before it was recognized as a category.

Helen + Gertrude evolved their brand positioning to appeal to modern premium buyers who prioritize their personal wellness along with the health of the local community and environment. Supported by consumer research, industry analysis, and a dynamic strategy, we pushed their brand values of premium quality and overall benefit to the planet to drive sales and brand loyalty.

Services Provided:

Brand Development Content Services In-House Production Web Design Media Planning + Buying Insights + Measurement

Visit:

healthylivingmarket.com

Problem

Consumers are faced with numerous options when it comes to grocery shopping. While cost is often a major determinant, we know there is value beyond price alone to motivate consumers' choices in a saturated market.

The Goal

Engage with premium buyers who prioritize natural foods.
Update the Healthy Living brand identity to appeal to the modern consumer.
Grow in-store purchases with a full-funnel marketing mix.

The Strategy

Strengthen Healthy Living’s position as the “home-away-from-home” grocery store by educating consumers on its high product standards and the impact they have on the community. We leveraged a potent combination of sales data, customer loyalty account insights, and custom MM modeling with Clerdata to drive in-store sales and captivate our audience of premium buyers who prioritize natural products by crafting a full-funnel marketing strategy across the digital space and stores.

The Results

For the first half of 2023, YoY pages per session on the Healthy Living website increased 57%, while average time spent per session on the site increased 62%. This showcases that the target audience was interested and engaged with the content, and our media dollars were put to good use.

Additionally, advertising efforts supporting Thanksgiving online to-go orders led to a 41% increase YoY in overall web transactions during the period of the promotion. Similar promotions surrounding the December holidays drove a 154% increase YoY in online transactions!

Paid advertising efforts to drive loyalty program memberships were also successful, with customers signing up at a CPA 59% more cost-efficient than set benchmarks.

"I can't believe the progression we have made in marketing across all levels... overall branding, social, video, new platforms, etc.. we are making real progress! Thanks to the team and everyone involved."

- Eli Lesser-Goldsmith, CEO, Healthy Living

Results:

From 8/3/22 to 12/31/22, digital marketing efforts drove:

44,679

Total Website Sessions

1,110,221

Video Views

3,540

Combined School Page Visits on The Future is Optics Site

1,428

MCC Page Visits

1,286

SCCC Page Visits

826

FRCC Page Visits