Making holiday shopping feel good again with Well+Good’s The Good Shop

Opportunity

As the 2024 holiday shopping season approached, Well+Good set out to reimagine the traditional retail experience through a wellness-focused lens. The goal was to bring the brand’s digital commerce success into the real world, delivering both on audience engagement and revenue generation while cutting through peak-season noise and creating meaningful brand experiences for shoppers.

Approach

I led a cross-functional team across editorial, commerce, and experiential to develop The Good Shop — a multi-brand retailtainment pop-up blending wellness storytelling with thoughtful holiday commerce. I oversaw every phase of program development: shaping the creative vision, defining the consumer experience, and leading the go-to-market strategy. I partnered closely with sales to secure brand participation while ensuring editorial was seamlessly integrated and promotion was impactful.

Impact

10 brand partners

Secured for The Good Shop, including brands like Nike, Shea Moisture, and Blueair, validating market appetite for the retailtainment experiential concept

9.5 minute dwell time

Exceeding dwell time expectations for 1K sqft of space, especially compared to Target’s 28 minute dwell time across 125K sqft in H1 2024

+17% event capture rate

Significantly above average compared to other events in the same year

Shea Moisture Front Takeover At The Good Shop

Multi-Brand Merchandising

Complimentary Hand Massages Courtesy of Shea Moisture