Amazon pop-up gets the Good Housekeeping seal of approval
Good Housekeeping is partnering with Amazon.com on a holiday pop-up store at the Mall of America. The selections are curated by the Good Housekeeping Institute (GHI), the women’s magazine’s product testing unit.
Good Housekeeping, which was founded in 1885, launched GHI in 1900 to support the “tried and tested” reviews that run in the publication. GHI is best known for rewarding the Good Housekeeping Seal on select advertiser’s products.
The GH Lab in the Mall of America will offer one item from each of the more than 40 categories that were tested and recommended by the GHI. The 2,800-square-foot store is designed with different “rooms” to help shoppers visualize products within their own homes. Shoppers are able to “interact with the smart home tech live before buying, try out kitchen appliances, see new releases from favorite brands, play with the hottest toys and games and sample the best of beauty,” according to a statement.
No merchandise is available to take home. Shoppers instead open their Amazon app and scan the SmileCode on any item they want to purchase to have it delivered. Scanning the QR code also provides access to information about the item.
Amazon is also hosting an online boutique of “GH Tested” merchandise, including a selection of items earning the Good Housekeeping Seal. New products will be regularly introduced over the next three months, including special online-only items.
Said Jane Francisco, editor-in-chief of Good Housekeeping, in a statement, “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.”
Since the store is curated by Good Housekeeping’s “top scientists, chemists, engineers and tech experts,” GH Lab offers a different take from Amazon 4-star, Amazon’s store that just opened in lower Manhattan. The Amazon store only features items rated four stars or above by Amazon’s online reviewers, and merchandise is available to take home.
- Good Housekeeping Teams up with Amazon & Mall of America to Launch the GH Lab Store – Good Housekeeping/Business Wire
DISCUSSION QUESTIONS: What do you think of GH lab and its “tried and tested,” one-item-per-category proposal? Is a store curated by testing experts any more or less appealing than one featuring customer reviewers?