Good Housekeeping, the magazine that has been influencing consumer purchases for more than a century with its expert product reviews and seal of approval, is teaming up with Amazon to open its first-ever pop-up store at Mall of America. The GH Lab Store will feature more than 40 products tested by the Good Housekeeping Institute, and the only way to buy them will be through the Amazon App.
That’s right—no credit cards, no cash. Apple Pay won't work here. To purchase products in Good Housekeeping's “digital boutique,” customers will have to open the Amazon App on their smart phones, tap the camera icon, select the SmileCode Scanner, and aim it at the merchandise. A product detail page will pop up, and from there, customers can add the item to their Amazon cart and check out. Purchases will be delivered straight to shoppers’ homes. It’s similar to shopping the showrooms of other digital first brands such as Bonobos and Warby Parker that deliver merchandise direct to consumer rather than stocking inventory on site.
Good Housekeeping’s partnership with Amazon includes an online boutique as well, which is now live. The Mall of America store—to be located on the first floor, south side, near Apple—is scheduled to open Oct. 3-Dec. 30.
“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,” editor in chief Jane Francicso said in a statement.
Good Housekeeping approached MOA with the pop-up idea.
“The key to success for Mall of America is constantly innovating and testing new ideas that elevate the retail and entertainment experience,” says Jill Renslow, the mall’s senior vice president of business development and marketing. “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.”
While permanent spaces at the mall, increasingly, are going to entertainment concepts like VOID, a virtual reality attraction opening at the mall this fall, a growing number of shopping experiences are temporary. Savage X Fenty, the lingerie collection designed by the singer Rihanna, is opening a fall pop-up at Mall of America on Sept. 20. RAAS, the revolving marketplace of local brands, is expected to reopen for the holiday season.
The 2,800-square-foot GH Lab will be designed with different “rooms” to showcase products as they are meant to be used at home, from kitchen appliances to beauty products to home technology. The relatively small number of products—40—is being promoted as expert curation designed to take the guesswork out of shopping; You can’t debate over coffee makers when there’s only one to buy. Brands will range from Dyson and iRobot to Samsung, Panasonic, Nespresso and Eucerin skincare.
This is not MOA’s first brush with Amazon. Last year, the mall added Amazon lockers for self-service package pickup. These days, it’s all about giving consumers new reasons to visit the mall.