Selfridges dives deeper into wellness with in-store health testing bar

By

Nigel TAYLOR

Published
Jul 11, 2022

Selfridges is taking consumer consumer health and well-being seriously. The department store group has launched health tests as part of a new ‘Feel Good Bar’ area.

The retailer has linked up with at-home health testing company Omnos to launch its range of tests at Selfridges, marking the business’s move from online-only to in-store in the exclusive deal. 

Until 31 January 2023, 11 at-home health tests will be available, allowing customers to inspect their genes, hormones (male and female), wellness (bloods), thyroid, microbiome, fertility, and elements. With each test purchased, customers receive a complimentary consultation with an Omnos health expert.

It's all part of a wider drive at Selfridges to attract customers with more than just fashion or beauty on their minds. But of course, once in-store, those customers could also shop for clothes and cosmetics.

Omnos has trained in-store staff on the benefits of each test while a team of experts will be on hand to discuss the testing process with customers and advise them on the best test to take depending on their health.

The team, including co-founder and functional medicine expert Thomas Olivier, registered associate nutritionist Hannah Norris, and head of product and health coach Christian Thomson, will also be running a series of panel discussions over the coming months.

Chris Roberts, business development director at Omnos, said: “Launching at Selfridges means we’ll have more face-to-face time with customers and can build more connections and have more conversations. We’ll continue evolving our intelligent health system, and lead by the way of innovation in the at-home health testing market.

“As people increasingly take their personal health and wellness into their own hands, Omnos remains the future of at-home health testing, offering the most compressive suite of tests on the market.”

Giving consumers additional incentives to visit stores is growing and with health and well-being becoming all the more important in the post pandemic era, adding it to the list could be a particularly strong draw.