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How Target Used Fitbit Technology in their Wellness Program
Target partnered with Fitbit to launch a comprehensive wellness program for its 321,000 employees. The program included distributing Fitbit devices, holding month-long step challenges, and promoting healthy nutrition. Over 52% of employees participated in the initial Fitbit challenge, logging billions of steps and miles. Within 6 months, the program helped Target save $5.4 million and increased wellness product sales by 32%.
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How Target Used Fitbit Technology in their Wellness Program
- 1. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style HOW TARGET USED FITBIT TECHNOLOGY IN THEIR WELLNESS PROGRAM Katie Pretzel, Target Christina Keast, Fitbit Group Health
- 2. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Agenda • Who is Target? • Who is Fitbit Group Health? • Target and Fitbit Wellness Program • Best Practices for Your Wellness Program • Q&A
- 3. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Hello, we’re
- 4. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style 321,000 Team Members 2013 Discount Retailer Expect More. Pay Less. 5% Years 1,795 Stores Nationally 38Distribution Centers Brand Promise Launchedof Income to Community Largest2nd Target Cartwheel
- 5. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Our Challenge • Diverse team member population: Distribution Centers, Stores, HQ • We operate stores in 49 states • Health looks different… Distribution Centers Stores Headquarters
- 6. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style ©2016 Fitbit Inc. All rights reserved. Our Approach Commitment to building strong, healthy & safe communities starts with our team Long-term goals: • Improve the health of all team members • Invest in our greatest asset to leverage our team members as wellness advocates To achieve success, we’re committed to: • Creating a culture of wellness that supports all Target team members along their health journey • Making healthy choices the default choice for all Target team members by influencing policy, improving the environment in which they live & work, and impacting system improvements • Becoming an employer of choice by improving brand reputation as a company of wellness
- 7. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style ©2016 Fitbit Inc. All rights reserved. Fitbit Group Health
- 8. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style enables all organizations to lead more engaging and effective wellness programs with technologies and services. About Fitbit Group Health
- 9. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Leaders believe wellness is a priority of CEOs believe a health and wellness program is essential to attracting top talent.94% of CEOs report that their companies already have a corporate health and wellness program in place. 2015 Fitbit Group Health Survey of CEOs, companies with 1,000-10,000 employees, n = 200 88%
- 10. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style The top five benefits 53% more engaged employees 51% increased employee retention 47% lower healthcare costs 47% stronger sense of community 44% fewer sick days used 2015 Fitbit Group Health Survey of CEOs, companies with 1,000-10,000 employees, n = 200
- 11. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style ©2016 Fitbit Inc. All rights reserved. Our Wellness Program
- 12. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Nutrition
- 13. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Active Wear
- 14. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Fitbit Activity Challenge • All team members were eligible for 1 free or discounted Fitbit • 4 week Activity Challenge • $1 MILLION DOLLARS donated to a wellness non-profits
- 15. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Engagement Tactics • Sweat bands • Easy to use website • Posters and Table Talkers
- 16. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Fall National Meeting
- 17. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style The Results – in 30 days… 52% of our Team Members ordered a Fitbit 22.42% participated in the Activity Challenge 13 billion steps 6 million miles 500 million calories 250 times around the earth 5.7 – 60% more steps per day
- 18. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style The Results – in the first 6 months Saved $5.4 million Bought 32% more wellness items
- 19. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style ©2016 Fitbit Inc. All rights reserved. Wellness Program Best Practices
- 20. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style You don’t have to do it alone… • Rally a wellness committee o Empower champions at every level – not just executive o Employees motivate other employees • Incentivize your champions o Healthy lunch & learns o Corporate swag
- 21. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Meet employees where they are… with one program “I want to be healthier.” “I need it to be fun.” Sam Andy Vicky Bigger biceps Lower a1C Eating more fiber Tough Mudder Anything with music Yoga “It needs to be convenient.” “What’s my challenge?” Only on weekends Integrates into my day At the company gym Deadlifting 150 lbs Keeping up with kids Running a 15-min mile “Who are my buddies?” The guys in my dept My kids No one – I go alone
- 22. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Design an activity challenge that’s inclusive of everyone Incorporate exciting incentives Be cognizant of timing and duration Change up the challenge type Make it relevant to your employees Find out what drives your employees to determine the best rewards. Often, recognition is key. Challenges should be long enough to feel like a journey, and short enough to stay engaging. Try different types of challenges, like competitive, collaborative, or personal. Consider seasons or current events to make the challenge even more relevant to your team.
- 23. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Staying active between challenges Consider seasons or current events to make the challenge even more relevant to your team. In-app challenges Users can run their own Fitbit challenges with up to 10 participants. Social experience Users can add friends and family who also have Fitbit devices. Users with Fitbit friends take on average 11% more steps than those without. Fitbit Adventures Users now have access to a virtual personal challenge experience.
- 24. How Target MadeWellness a Business Priority Click to edit Master title style Click to edit Master subtitle style Q&A
Editor's Notes
- #14 We brought PH to Employer – PSE Changes Policy, systems and environmental change goes beyond programming and modifies the environment to make healthy choices practical and available to all Ok so here is the Making healthy choices the default choice example Health issues are influenced by societal policies and environments that in some way either sustain behaviors or fail to foster healthier choices. Policy, systems and environmental change, goes beyond programming, and modifies the environment to make healthy choices practical and available to all. By changing systems and shaping physical landscapes, a big impact can be made with little time and resources. As we all know, where you work impacts choices. As an employer, Target’s role is to address three types of barriers to healthy choices: 1) occupational barriers such as job type/shift work and geographically dispersed teams, 2) employer barriers such flexibility, lack of management support, and 3) employee barriers such as lack of time, manager support, fear of financial impact, confidentiality concerns and language or literacy barriers. By implementing infrastructure change, we are impacting team members and their families’ health. Example here is Wellness Discount. (SPEAK TO THE DETAILS IN THE SLIDE) WHAT HIGHLIGHTS? WANT A DIFFERENT EXAMPLE?