Colruyt Group is building a health ecosystem
For years, Colruyt Group has been synonymous with price leadership. Behind the scenes, however, the group has been working on a much broader transformation for quite some time. In a new episode of The Retail Influencer by 20/CENT Retail, Lisa Colruyt and Joris De Roover (Yoboo) explain how health is gradually becoming a strategic pillar across the entire group. And no, that does not mean Colruyt is giving up its DNA.
"Affordability, trust and proximity remain our foundations," explains Lisa Colruyt. "But today, health is officially part of our strategy. We want to evolve into a true Food & Health Retailer."
The full podcast is available on the usual streaming platforms, but here are some of the key insights.
From Smart With Food to a complete ecosystem
This evolution did not start yesterday. Back in 2015, Colruyt Group launched Smart With Food, originally designed to better inform consumers about nutrition. Since then, the initiative has evolved into a much broader ecosystem, complemented by Newpharma, Jims, New Energy and, more recently, Yoboo.
The goal? Not just to sell products, but to guide consumers towards a healthier lifestyle.
As Lisa Colruyt puts it: "From shopping cart to well-being."
Prevention as a new retail model?
One of the key themes throughout the conversation is the emphasis on prevention.
According to Colruyt Group, retail can play a much bigger role in preventing health problems, rather than simply offering products when people are already ill.
Why? Because retailers meet millions of consumers every day.
While governments often struggle with preventive healthcare, Colruyt Group sees an opportunity to make a difference through nutrition, physical activity, digital services and coaching.
Why is a pharmacy suddenly becoming a lifestyle coach?
This brings us to Yoboo. CEO Joris De Roover sees pharmacies evolving from traditional healthcare providers into places where lifestyle takes centre stage.
Not by making diagnoses, but by guiding people.
Through digital questionnaires, dashboards and personal coaching, pharmacists gain more time to discuss nutrition, exercise, sleep and other lifestyle factors.
The new Yoboo flagship pharmacy serves as a true laboratory where new customer journeys are tested before being rolled out on a larger scale.
Retail becomes both physical and digital
What stands out most during the discussion is how all the pieces of the puzzle are gradually being connected: nutritional advice can lead to recipes via Collect & Go; a coaching programme can be linked to food supplements; fitness, cycling, nutrition and pharmacy are no longer separate activities, but parts of one larger ecosystem.
According to Joris De Roover, behavioural change is precisely about combining physical and digital interactions.
A long-term strategy
Have they already reached the finish line? Quite the opposite. Lisa Colruyt acknowledges that many integrations are still under development.
But the direction is clear: a retailer that not only helps consumers do their grocery shopping, but also supports them in improving their health.
The major challenge now is to connect all these different brands and services even more closely.
Listen to the full podcast here: https://20centretailnl.substack.com/p/betaalbaarheid-vertrouwen-en-nabijheid (Content in Dutch)
HealthColruytYobooRetailTransformation Strategy Pharma