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How Target Made Wellness a Business Priority
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HOW TARGET USED FITBIT TECHNOLOGY IN THEIR WELLNESS
PROGRAM
Katie Pretzel, Target Christina Keast, Fitbit Group Health
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How Target Made Wellness a Business Priority
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Agenda
• Who is Target?• Who is Fitbit Group Health?• Target and Fitbit Wellness Program• Best Practices for Your Wellness Program • Q&A
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How Target Made Wellness a Business Priority
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Hello, we’re
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How Target Made Wellness a Business Priority
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321,000 Team Members
2013
Discount Retailer
Expect More.Pay Less.
5%
Years
1,795 Stores Nationally 38
Distribution Centers
Brand PromiseLaunched of Income
to Community
Largest 2nd
Target Cartwheel
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How Target Made Wellness a Business Priority
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Our Challenge• Diverse team member population: Distribution
Centers, Stores, HQ• We operate stores in 49 states• Health looks different…
Distribution Centers Stores Headquarters
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How Target Made Wellness a Business Priority
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©2016 Fitbit Inc. All rights reserved.
Our Approach
Commitment to building strong, healthy & safe communities starts with our teamLong-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
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How Target Made Wellness a Business Priority
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©2016 Fitbit Inc. All rights reserved.
Fitbit Group Health
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How Target Made Wellness a Business Priority
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enables all organizations to lead more engaging and effective wellness programs with technologies and services.
About Fitbit Group Health
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How Target Made Wellness a Business Priority
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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%
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How Target Made Wellness a Business Priority
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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
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How Target Made Wellness a Business Priority
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©2016 Fitbit Inc. All rights reserved.
Our Wellness Program
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How Target Made Wellness a Business Priority
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Nutrition
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How Target Made Wellness a Business Priority
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Active Wear
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How Target Made Wellness a Business Priority
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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
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How Target Made Wellness a Business Priority
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Engagement Tactics• Sweat bands• Easy to use website• Posters and Table Talkers
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How Target Made Wellness a Business Priority
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Fall National Meeting
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How Target Made Wellness a Business Priority
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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 millioncalories
250 times around the
earth
5.7 – 60% more steps
per day
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How Target Made Wellness a Business Priority
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The Results – in the first 6 months
Saved $5.4
million
Bought 32% more wellness items
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How Target Made Wellness a Business Priority
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©2016 Fitbit Inc. All rights reserved.
Wellness Program Best Practices
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How Target Made Wellness a Business Priority
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You don’t have to do it alone…
• Rally a wellness committee o Empower champions at every level –
not just executiveo Employees motivate other employees
• Incentivize your championso Healthy lunch & learnso Corporate swag
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How Target Made Wellness a Business Priority
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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
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How Target Made Wellness a Business Priority
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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.
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How Target Made Wellness a Business Priority
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Staying active between challengesConsider seasons or current events to make the challenge even more relevant to your team.
In-app challengesUsers can run their own Fitbit challenges with up to 10 participants.
Social experienceUsers can add friends and family who also have Fitbit devices. Users with Fitbit friends take on average 11% more steps than those without.
Fitbit AdventuresUsers now have access to a virtual personal challenge experience.
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How Target Made Wellness a Business Priority
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Q&A