Online Retailer 'Well.ca' Launched a Brick-and-Mortar Shop
Katherine Pendrill — January 11, 2017 — Business
References: strategyonline & theglobeandmail
This past summer, the online health and beauty retailer 'Well.ca' moved into a brick-and-mortar location at Toronto's Shops of Don Mills mall. The shop not only served as a hub for those picking up their ecommerce orders, but it also helped the brand expand its business beyond the online sphere.
Well.ca is an online shop that specialized in health and beauty products that are eco-friendly and all-natural. Of the brand's 40,000 products available online, the top 1,000 were selected for the store based on consumer data collected online. In addition to giving customers the chance to physically shop for their favorite products, the store also featured employee-led workshops about those same products. Staff were even equipped with tablets so that they could help customers find other products online.
While the Well.ca shop was only open for a four-month test, the move demonstrates how online retailers are experimenting with the shift to brick-and-mortar.
Well.ca is an online shop that specialized in health and beauty products that are eco-friendly and all-natural. Of the brand's 40,000 products available online, the top 1,000 were selected for the store based on consumer data collected online. In addition to giving customers the chance to physically shop for their favorite products, the store also featured employee-led workshops about those same products. Staff were even equipped with tablets so that they could help customers find other products online.
While the Well.ca shop was only open for a four-month test, the move demonstrates how online retailers are experimenting with the shift to brick-and-mortar.
Trend Themes
1. Ecommerce to Physical Stores - The expansion of online retailers into physical locations showcases the trend of bridging the gap between e-commerce and brick-and-mortar.
2. Curated Offline Selection - The selection of top products based on consumer data highlights the trend of curating offline offerings to mirror successful online sales.
3. Employee-led Workshops - The implementation of workshops and knowledgeable staff in-store highlights the trend of enhancing the customer experience through educational opportunities.
Industry Implications
1. Ecommerce - The rise of bridging the online and offline shopping experience creates opportunities for e-commerce platforms to expand their reach.
2. Retail - The trend of curated offline selections presents opportunities for traditional retail stores to improve their product offerings and compete with online retailers.
3. Education - The integration of in-store workshops showcases the potential for educational institutions or industry professionals to provide specialized knowledge and training in a retail environment.
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