Launching Well+Good Shop: A retailtainment and TikTok Shop hybrid

Opportunity

As a trusted voice in wellness and proven driver of product discovery, Well+Good sought to turn its authority into action by creating a physical shopping experience that bridged commerce, content, and community, while simultaneously nationalizing the retail experience and becoming one of the first publishers on TikTok Shop. Beyond offering a new type of wellness commerce experience to consumers, there was also a powerful opportunity to establish a new affiliate revenue stream through IRL and TikTok.

Approach

I developed the go-to-market strategy and pricing infrastructure for Well+Good Shop: a hybrid retail-as-a-service and TikTok Shop program debuting on one of the busiest retail streets in the nation, Abbot Kinney Boulevard. I coached sellers on creative approaches to secure client buy-in for the multi-brand experiential opportunity, and I designed and led TikTok Shop immersion trainings for editorial and sales teams, guiding them into their first foray in social commerce and ensuring our IRL footprint could scale far beyond Abbot Kinney.

Impact

First to market offering

Industry-first hybrid retail-as-a-service model and social commerce vertical earned coverage by Adweek

+20 brand partners

Participated in the IRL storefront, including brands like Canopy, NordicTrack, Korres, and ThirdLove

Lift in affiliate revenue

Significant increase in affiliate-generated revenue attributed to IRL store and TikTok-powered shopping

Well+Good Shop Facade on Abbot Kinney Blvd

Retail As A Service Launch Coverage in Adweek