An opportunity to develop a sense of value and community
America's retail giant, Target is now offering the activity trackers, Fitbit, to its 335,000 U.S. employees. Target employees will be able to get a basic Fitbit, the clip-on tracker called a Zip that retails for $59.95, for free. Or they can buy a more expensive wristband and Target will subsidize the cost.
For corporate accounts, of which Target is now their largest, Fitbit offers employers a dashboard where they can see an employee’s activity data, such as steps taken in a day and they'll help companies organize competitions and incentives to get workers moving.
This move for Target is all a part of their larger effort to improve its image as a healthy company. They have been working hard to promote healthier foods and products to its customers as well as increasing their organic product options. Jodee Kozlak, head of human resources at Target, said in an interview with Bloomberg News that they will also be offering employees a discount on healthy foods, with the hope that the effects will trickle down to consumers.
While not all supermarkets are in a position to buy Fitbits for their employees, Target sets a good example for everyone. Promoting health and wellness with its employees strengthens their image as a healthy brand, and creates a healthy environment that becomes visible to consumers. Supermarkets could look to offer employee’s discounts or deals on healthy foods and new 'better for you' products so that they are in a stronger position to promote these options to customers. Supermarkets could also set up group exercise goals and competitions to develop an active workforce. In addition to setting a good example for customers, by making health and wellness a priority for its employees, retailers are able to develop a sense of value and community with their employees. Retailers who take care of and invest in their workers create loyalty and worth which ultimately trickles down to the shoppers.