Medifast Enhances Business Model With Mobile Weight Loss Tools

  • January 30, 2014 at 3:00 PM EST
  • By Lorna Pappas
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Most retailers are committed to integrating mobile and multichannel functionality into their go-to-market strategies. As mobile device usage continues to grow an astonishing rate, meeting customers where they are is becoming imperative to retail success. 

Medifast, a retailer and manufacturer of weight loss products and programs, now enables consumers to browse and purchase products, and create tailored weight-loss plans ― all via mobile. The mobile web experience, implemented through Usablenet, helps bolster Medifast brand awareness and customer engagement. It also represents a major enhancement to the Medifast business model.

The new experience — which went live during December 2013 — assists health-conscious customers venturing on their weight management journeys by providing easy access to products, guidelines, recipes and various personalized weight-loss plans. The move followed evidence that an increasing number of Medifast customers had been making purchases online, and more of those purchases were deriving from mobile devices.

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{loadposition TSHBAIAA022014} “Since mobile is the present as well as future of e-Commerce, it is incumbent upon us to meet current and growing consumer needs by providing mobile accessibility,” said Joel Layton, VP of e-Commerce and Digital Marketing at Medifast, in an interview with Retail TouchPoints. “As we move forward, not only are we looking to meet Medifast customers where they are, but actively participate with them in their health journeys through the use of mobile sites and apps to enhance their lifestyles. I feel strongly that as our customers and core demographic get even more comfortable with using and purchasing on mobile, the sky will be the limit.”

The simplicity and agility of the new Medifast site is key to driving effective mobile behavior, Layton explained. “By keeping the site clean and easy to use” Medifast can enable customers “to quickly and concisely navigate our products then seamlessly flow through the shopping cart,” which will further increase mobile conversions.

Losing weight and eating right is difficult and a lifestyle choice that often demands constant vigilance. “Health brands such as Medifast will win brand loyalty because they are making the weight-loss journey easier and even more accessible to their customers,” said Carin van Vuuren, CMO at Usablenet. “Personal health and wellness is an issue that consumers care a great deal about. Companies like Medifast that invest in creating compelling and context-rich experiences will gain real brand and business benefits by embracing mobile and providing what consumers want.”

There is “no end in sight” for how mobile will change how Medifast does business, Layton reported. ”Entering the mobile space this is just the beginning for us. We will continue to push the technology envelope to help people get and remain healthy via the use of our products, services and technologies.” 

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