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.