In tests in 30 stores, the chain is trying to get the balance right, so that its health push isn't too pushy. Target shoppers who still want a junk-food fix shouldn't fret, though. The retailer, which quit selling tobacco in 1996, also is partnering with CVS to have the drugstore chain run its in-store pharmacies and clinics and expand what they offer. Target is adding more organic and natural food as it revamps its grocery aisles. Wellness is one of the key areas for Target CEO Cornell, along with such areas as baby products and fashion. Target says it will not monitor data from the devices and will not force employees to use them. The winning team will get $1 million to funnel into a charity of their choice, Kozlak said. As part of the program, employees who participate will be grouped into teams for a monthlong challenge. Target employees will get the Fitbit Zip, which retails for $59.95. Target's partnership with Fitbit is one of the biggest corporate accounts for the activity tracker company, Kozlak said. This push is taking on a new urgency because a tax on expensive benefits plans will be imposed starting in 2018. Health foods also offer higher profit margins to retailers, and providing them can draw new customers and keep existing ones, Cohen noted.Įmployers who offer insurance to their workers also have been trying to improve employee health for years to fight steadily rising costs.
"What you're looking at is retailers beginning to catch up to the consumer who has already changed."
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