In an effort to help keep its staff healthy, Target (NYSE:TGT) is handing out Fitbit activity trackers to more than 300,000 employees. The big-box retailer also still gives workers extra discounts on fruits and vegetables.
Target is pushing its agenda to promote wellness for both employees and customers under the leadership of CEO Brian Cornell, who took the helm just over one year ago.
The new partnership with Fitbit is one of the biggest corporate accounts for the company, KFox14 reported. As part of the program, employees get grouped into teams for a one-month challenge. The winning team will get $1 million to give to a charity of their choice. Each member of the team gets a Fitbit Zip, which retails for $59.95.
As a new healthier choice for consumers, the big-box retailer is also adding healthy grab-and-go snacks at the checkout stands.
Target joins a slew of retailers that are pushing for a healthier image. For example, CVS Health (NYSE:CVS) has pushed for healthier options and stopped selling cigarettes last year, also changing its name to reflect the brand image. The two retailers recently teamed up as Target agreed to sell off its pharmacies to CVS Health for $1.9 billion back in June.
"This is really becoming a lifestyle. It's not a trend," Marshal Cohen, chief industry analyst for NPD Group, told KFox14. "What you're looking at is retailers beginning to catch up to the consumer who has already changed."
-See this KFox14 article
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