Wegmans Food Markets has well expanded beyond its Rochester, N.Y., hometown with a free, pocket-sized trail guide. The grocer introduced the guide in 2005, along with an incentive for hikers who complete six trails or more. An additional 18 guides have been added, and eight more are coming, Wegmans says. "If the program converts a consumer to the pursuit of wellness and the retailer serves as the conduit to that wellness, the engendered loyalty and subsequent sales jump will come organically," Michael Johnsen writes.
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