Wellness Advisor

Lunds & Byerlys; Saint Louis Park (MN); On-site; USD 42,000 - 64,000; Full time

Job summary

Lunds & Byerly's in Saint Louis Park, MN seeks a Wellness Advisor to be the in-store expert and brand ambassador for health, vitamins, and natural products. You will help guests make informed choices, share wellness knowledge, and host educational events while maintaining excellent customer service.

The role emphasizes product knowledge, regulatory awareness, and a friendly, entrepreneurial approach to building relationships with guests and vendors.

Qualifications

• High school diploma or equivalent experience is required.
• Preferred wellness credentials (CNS, Health Coach, Herbalist) are a plus.
• Experience in retail health/wellness or specialty grocery is valued.

Responsibilities

• Assist customers with wellness guidance and product recommendations.
• Host in-store education events and vendor demonstrations.
• Maintain up-to-date knowledge of wellness products and certifications.
• Support merchandising, pricing, and stock management in the wellness area.
• Engage with guests to understand goals and guide product choices.
• Represent the store as a trusted wellness resource in-store and in the community.

Skills

Customer service

Communication skills

Retail experience

Wellness product knowledge

Teamwork

Organizational skills

English proficiency

Education

High school diploma or equivalent experience

Preferred: CNS / Health Coach / Herbalist credentials

Tools

POS system

Job description

Lunds & Byerly's, a leader in exceptional food and service, has an opening for new role, a Wellness Advisor!

The Wellness Advisor is the in-store expert and brand ambassador for our guests and Lunds & Byerly's and will be the strategic driver for this new category. We are seeking a knowledgeable, friendly, and customer focused Wellness Advisor to join our team!

This role will assist our customers in making informed choices about vitamins, supplements, natural and organic products, health and wellness items and specialty foods!

If you are passionate about healthy living, have an entrepreneurial spirit, enjoy building relationships and providing exceptional customer service this will be the role for you!

What You Will Do in this Role:

Customer Experience & Community Engagement

• Provide assistance to all Lunds & Byerlys customers modeling company customer service standards at all times.
• Proactively engage customers to understand wellness interests, recommending appropriate products and translating complex wellness concepts into approachable guidance.
• Support and educate customers within company and regulatory guidelines, focusing on guidance rather than diagnosing, treating, or prescribing health solutions.
• Create a welcoming environment that encourages exploration.
• Plan, host, and support in-store education including sampling, vendor demonstration, and events.
• Partner with vendors and internal teams on events and product storytelling
• Represent Lunds & Byerlys as a trusted resource in-store and in the community
• Conduct one-on-one wellness consultations to understand each customer's health goals, lifestyle, and dietary preferences, and recommend suitable supplements, functional beverages, and natural beauty products.
• Maintain awareness of ingredient interactions, contraindications, and quality certifications (e.g., NSF, USP, non-GMO, organic) to provide accurate and responsible product guidance.

Product Knowledge & Category Expertise

• Stay up to date on health, wellness, and lifestyle products including, but not limited to, supplements, adaptogens, functional beverages, natural beauty products, natural health products as well as emerging industry trends
• Monitor customer behavior and share insights on trends, preferences, and gaps in product selection to improve and elevate offerings
• Complete required product and vendor training (e.g., supplement lines, adaptogen education, functional beverage tastings) to maintain expert-level category knowledge.
• Research emerging wellness trends (e.g., adaptogens, functional mushrooms, clean beauty, nootropics) and conduct competitive shopping to recommend new items for assortment consideration.
• Serve as a resource for store associates by sharing wellness product information, appropriate usage guidance, ingredient awareness, and reliable sources for product and ingredient information.
• Maintain current knowledge of wellness products, ingredients, labels, certifications, expiration dating, and emerging product information through vendor resources, training materials, and industry sources.

Merchandising & Operations

• Execute merchandising plans and maintain standards
• Provide feedback on placement and customer flow
• Assist with new items and seasonal transitions
• Execute planograms accurately, ensuring correct signage, pricing, and product placement within the wellness set.
• Conduct regular cycle counts, monitor product dating, and rotate stock to minimize shrink and maintain freshness standards.
• Communicate out-of-stocks, slow-moving items, and assortment gaps to the Sr Category Manager, Center Store in a timely manner.
• Execute accurate pricing, shelf tags/signage, product rotation, and date-code checks to support price integrity, freshness, and inventory accuracy.
• Maintain clean, organized, and safe wellness merchandising areas; report safety hazards or operational concerns to store leadership.
• Support accurate receiving, ordering communication, replenishment, and inventory practices that help maintain proper product quantities and reduce waste.

Sales & Business Performance

• Support sales growth through strong customer engagement
• Maintain awareness of sales goals, margin expectations and shrink prevention
• Increase basket size through product recommendations and complimentary products
• Track department sales metrics (e.g., units per transaction, category sales trends) to identify opportunities for improvement.
• Support promotional planning and execution for wellness events, seasonal campaigns, and vendor demo days to drive customer traffic and sales.
• Basic financial acumen

What You Will Bring to this Role:

• High school diploma or equivalent experience
• Preferred: Certified Nutrition Specialist (CNS), Certified Health Coach (e.g., from IIN, ACE, or NASM), Certified Herbalist, or similar wellness/nutrition credential
• Preferred: Prior completion of vendor- or brand-sponsored product certification programs (e.g., supplement line or adaptogen certifications
• Knowledge of wellness and natural foods benefits, products, and trends
• 1–2 years of retail customer service experience, with at least 6 months to 1 year specifically in health/wellness, natural foods, supplements, or specialty grocery retail
• Strong customer service/hospitality and communication skills
• Ability to explain wellness concepts clearly
• Passion for natural living
• Ability to work independently and as part of a team
• Strong organizational skills
• Basic computer skills
• Ability to read, write, speak and comprehend English