Magazine Media Member Spotlight: GH Lab Store
Good Housekeeping magazine opened a pop-up retail store inside the iconic Mall of America called GH Lab. We spoke with Jane Francisco, Editor in Chief, Good Housekeeping and Editorial Director, Hearst Lifestyle Group, about the new endeavor.
The GH Lab Store features over 100 Good Housekeeping Institute tested products. What is the testing process for a product to gain the Institute’s approval?
The GH labs are constantly analyzing products based on consumer demand and interest (each year we examine literally thousands of items!). The testing in our state-of-the-art facility focuses first on safety, then a rigorous assessment of performance, quality and value. We also send blinded products to members of our panel of over 20,000 consumers for real-life testing. Every product in the GH Lab store had to meet this GH Institute standard before consideration.
Why did Good Housekeeping feel it important to integrate an online component (Amazon’s SmileCodes) into the traditional brick and mortar shopping experience?
For over 100 years, Good Housekeeping has strived to be at the leading edge of consumer innovation – and also to put our audience first. We have been working on this game-changing retail experience for the past two years, and are so proud to bring it to our entire audience of over 30 million, regardless of where they live or shop.
Why did the GH team choose to host the pop-up shop at Mall of America?
Go big or go home! What better partner for GH (one of the largest female-facing brands in the world) than Mall of America – where more consumers visit than any other single retail destination in the country.
Is Good Housekeeping planning on doing more pop-up shops in the future?
This concept is already proving to be a winner – we’re already working on plans to build on this success.