Good Housekeeping teams up with Amazon and Mall of America for a digital-meets-brick-and-mortar shop

By

Gabriella Lacombe

Published
Sep 13, 2018

Good Housekeeping magazine has partnered with Amazon and Mall of America to create a three-month pop-up retail store called GH Lab inside the iconic mall, slated to open on October 3. 

The 2,800-square-foot store located inside the largest mall in the U.S. will be split into “rooms” designed to help shoppers visualize products in their homes, where customers can test out items like smart home tech, kitchen appliances and beauty products before purchase. 

Only items tested and approved by the GH Institute will be available in the pop-up, minimizing the store's stock to a hyper-curated selection of goods that have received the Good Housekeeping Seal or GH Lab Best-of-the-Test approval.

“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," ​said Jane Francisco, editor-in-chief of Good Housekeeping. 

All merchandise in the pop-up will be shoppable through the Amazon app using Amazon SmileCodes. If a customer wants to purchase or learn more about an item, they can use the in-app SmileCode scanner to take a picture of a product and receive immediate product details to their phone. Customers can then move these items into their Amazon cart and check out as they would when shopping from home.

Continuing the partnership, Good Housekeeping has also launched an online boutique on Amazon where shoppers can browse a collection of products tested and approved by the magazine. The e-shop will be updated regularly with special online-only GH Institute-tested product recommendations.

“The GH Lab is a one-of-a-kind concept that redefines shopping for our guests and creates an exciting and seamless consumer journey," ​said Jill Renslow, senior vice president of business development and marketing at Mall of America. She continued, saying the partnership offers "a unique intersection of online and brick and mortar shopping.”

New products will be introduced to the Mall of America pop-up shop from October until it closes on December 30.