Abstract

The present work aims to implement a ‘healthy checkout’ in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective. A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where all the unhealthy products have been removed from the checkouts. Both sales analysis and shoppers attitudes towards the intervention have been studied. Sales data have been analyzed for the ‘healthy checkout stores’ vs ‘traditional checkout stores’, and customers have been interviewed at the end of the shopping trip five months after the implementation. Our findings show that developing a healthy checkout can have a positive impact on sales, retailer’s reputation in terms of perceived CSR, and loyalty to the store. The present work provides some interesting results about the long-term effect of an in-store marketing strategy that aims to promote health among customers.

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