The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Don’t forget to take your vitamins. MotherNature.com stands out in the online drugstore/nutraceutical arena for its wholesome approach. The site’s “we’re looking out for you overtones” are very effective, points out Martin DeBono, a senior analyst at Gomez Advisors.
With an aggressive marketing campaign that includes TV, radio and outdoor ads, the Web site stands to woo more first-time shoppers online. Fortunately, its retail-friendly design practically takes novices by the hand, providing numerous ways to shop-by specific product, lifestyle or “what ails you.”
Not just a place to get vitamins, MotherNature “embraces the whole healthy living space,” says Bonnie Tonneson, a consumer e-commerce analyst at Hambrecht & Quist in San Francisco. She praises a free news clipping service added earlier this year. It allows consumers “to discreetly” inquire about ailments and remedies rather than risk embarrassment with a face-to-face, in-store encounter.
Product wise, MotherNature has expanded beyond vitamins, herbs and supplements to add bath and body, pet products and home furnishings to its mix-all with a holistic bent, of course.
The store’s private label has done a lot to promote the brand. In fact, private label accounts for 43% of sales. On the fulfillment front, MotherNature expanded its distribution operations this summer, moving to a 25,000 square-foot-center in Springfield, Mass.