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SCT

Good Housekeeping to open omni-channel pop-up store at Mall of America

Good Housekeeping magazine will open a three-month pop-up store called GH Lab, at Mall of America. Every product in the store — including wellness, beauty, lifestyle and home items — will have been tested at the magazine’s GH Institute, which employs state-of-the-art labs.

GH Lab will operate from Oct. 3 through Dec. 30, offering consumers the opportunity to try out and purchase some 40 curated products at this one location.

All the merchandise will be available by means of Amazon.com's SmileCodes technology. Customers can open the app, tap the camera icon and select the SmileCode scanner, aim the camera on the visual pattern of the SmileCode and center it in the frame. The product detail page associated with that SmileCode will appear on the screen, and the customer can then place the item in the Amazon cart and check out as normal.

Besides this Mall of America store, Good Housekeeping is also launching an online boutique on Amazon, where consumers can shop GH-tested products and have them delivered home, as they would shop for any other product on Amazon.

“The 2,800-square-foot store will feature various 'rooms' to help shoppers visualize products within their own homes”

“We’re beyond excited to work with Mall of America and Amazon to bring the power of the Good Housekeeping labs to life through a new retail experience,” said Jane Francisco, editor-in-chief of Good Housekeeping, in a press release. “Each day, our expert scientists test hundreds of products to ensure they perform as promised and the GH Lab helps take the guesswork out of shopping. This innovative store showcases a genius selection of products for the home, new technologies and inspired holiday gifts. Everything in the store has been carefully curated and vetted by GH experts — so shoppers will not only be excited by the fabulous finds but leave with confidence in their purchases.”

The 2,800-square-foot store will feature various “rooms” to help shoppers visualize products within their own homes, and they can try out kitchen appliances, see new releases from favorite brands, sample toys and games and much more.

Unlike other retail locations that feature multiple options within a product category, such as several brands of lipstick, the GH Lab will offer only one item, tested and recommended by the GH Institute. The staff testers are selected and trained by the experts in the GH Institute.

 

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“The key to success for Mall of America is constantly innovating and testing new ideas that elevate the retail and entertainment experience,” said Jill Renslow, , Mall of America's senior vice president of business development and marketing, in a press release. “The GH Lab is a one-of-a-kind concept that redefines shopping for our guests and creates an exciting and seamless consumer journey. It has been an incredible opportunity teaming up with Good Housekeeping and Amazon to showcase a unique intersection of online and brick-and-mortar shopping.”

By Brannon Boswell

Managing Editor/SCT

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