The Connection Business: Why Live Events Are Essential for Health Food Stores
As a health food advocate and author, I’ve seen the evolution of the natural health industry firsthand. Over my 33 years as a CHFA member, I’ve witnessed how big-box retailers have started to compete in the health food space, offering healthier options at competitive prices. While this may seem like a losing battle for independent health food stores, there’s one secret weapon that indie health food stores can leverage: personal connection and community.
Live events create unparalleled opportunities for health food stores to not only engage with their customers but also build loyalty, increase sales, and position themselves as trusted health authorities. This December, I’m thrilled to be embarking on a 20-city health food store tour to drive traffic to indie retailers while sharing insights from my new book, Meals That Heal Inflammation (Penguin). Having spent years designing and executing live events, I’m convinced that they are key to future-proofing health food retailers in a competitive landscape.
Creating Value Beyond the Price Tag
One of the greatest challenges facing health food stores today is competing on price. Big-box retailers have deeper pockets and greater economies of scale, making it nearly impossible to win that battle. Instead, independent retailers must focus on value. Live events, like lectures, workshops, and guided store tours, offer education, experience, and build a sense of community.
During my time at The Big Carrot, a leading health food store in Toronto, I developed a model that exemplifies this value-driven approach. Every Thursday night, we held live lectures in our conference room, covering a variety of health topics. These events created a buzz, drawing in attendees eager to learn about cutting-edge wellness strategies.
In addition, we offered personalized nutritional store tours, where customers could book a session with a registered nutritionist. These tours were tailored to specific dietary needs—paleo, AIP, vegan, or my personal favourite, an anti-inflammatory diet inspired by the world’s longest-lived communities in Greece, Italy, and Japan. These experiences not only educated customers but also inspired purchases and fostered lasting loyalty.
Strategies for Retailers to Embrace Live Events
- Start Small, Dream Big
Not every store has the space to host a lecture, but that shouldn’t be a barrier. Consider using co-op advertising dollars to rent a nearby church hall or conference room for an evening. Many brands are willing to support events that align with their product mission, so don’t hesitate to approach them for sponsorships.
- Partner with Speakers and Authors
Hosting public speakers and authors—especially those with a following—can bring in a larger crowd. Reach out to experts in your community or connect with publishers and health influencers. For instance, on my upcoming book tour, I’ll be drawing on my four previous tours’ success, where audiences of up to 250 people packed in to hear about anti-inflammatory living.
- Make It Personal
People crave connection, and live events provide an opportunity to foster that. A guided tour led by a knowledgeable staff member or nutritionist can be a game-changer. These tours can cater to specific customer needs, introducing them to products that match their health goals while building a personal rapport that online shopping can’t replicate.
- Use Digital Tools to Promote
Social media and email newsletters are invaluable for promoting events. Create excitement by sharing sneak peeks of what attendees can expect, such as guest speakers, product samples, or exclusive discounts. For example, I plan on doing instore IG live-steams from supplement aisles to build excitement for my upcoming tour.
- Track Success Metrics
Research consistently shows that in-person events drive both immediate sales and long-term loyalty. In my experience, attendees who engage with live events are far more likely to become regular customers. Some even join ongoing programs, like the anti-inflammatory support group called Thrive Hive, that I’ve hosted every Wednesday night for years!
The Power of Live Events: Real Results
The results of hosting live events speak for themselves. Studies show that in-person engagement boosts customer loyalty by fostering trust and connection. A 2018 Nielsen report found that 92% of consumers trust recommendations from people they know, highlighting the importance of personal interactions in driving sales.
In my own events, I’ve seen how a single lecture can convert attendees into lifelong fans. One woman attended one of my talks years ago and is still an active member of our anti-inflammatory community today. These connections are invaluable—not just for the bottom line but for creating a movement around health and wellness.
The Connection Business
Maya Angelou famously said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” In today’s world of digital overload and increasing isolation, this sentiment has never been more relevant. Health food stores are perfectly positioned to be in the connection business, offering not just products but a sense of belonging and support.
As I prepare to hit the road for my book tour, I’m reminded of how live events have shaped my career. Whether it’s a packed lecture hall or an intimate guided tour, these moments create ripples of impact that last far beyond the event itself. For health food stores looking to stand out in a crowded market, the answer isn’t in competing on price—it’s in creating value through education, experience, and connection.
With Meals That Heal Inflammation launched on December 31, I’m excited to share the tools and recipes that have transformed thousands of lives. More importantly, I hope to inspire health food retailers across Canada to embrace the power of live events, turning their stores into hubs of health and community.
Together, we can create a movement that not only grows our businesses but also makes a lasting difference in people’s lives. After all, when we connect with customers on a deeper level, we don’t just sell products—we build relationships that endure.
So, let’s start creating those memorable moments. The future of health food retail depends on it.
Bio:
Nutritionist and TV personality, Julie Daniluk, is the award-winning author of Slimming Meals That Heal, Hot Detox and Becoming Sugar-Free. Her groundbreaking bestselling book, Meals that Heal Inflammation (2nd edition) will be released on December 31, 2024 (Penguin Random House).
Julie has appeared on hundreds of television and radio shows, including The Dr. Oz Show and as the resident nutrition expert for The Marilyn Denis Show. Julie is the recipient of the Organic Lifetime Achievement Award from the Canadian Health Food Association. Learn more about Julie at JulieDaniluk.com and follow her on Instagram, TikTok, Twitter, and Youtube.
