The Moneris® Merchant Scoop Series takes a closer look at Canadian businesses who are thriving in an ever-changing business landscape. Learn about what it took to get their businesses off the ground and how they are maintaining their success.
Guest post by Rebecca McKillican, CEO of Well.ca
If you haven’t heard of Well.ca, we’re an e-commerce retailer selling green and natural brands – along with many familiar names - to customers all over Canada. We’re Canadian owned and operated, and take great care in selecting the best products to assist with customers’ health and wellness needs.
Preparing for the future.
Founder Ali Asaria thought of the idea for Well.ca after taking inspiration from his father’s pharmacy business. He looked at all of the inventory in his father’s pharmacy closet and saw a business case for moving the shelved products online.
With a roster of over 40,000 products, Well.ca now sells Canada’s largest assortment of health, wellness, baby and beauty items, but it didn’t always start that way. When the company launched in 2008, it sold a small selection of well-known brands but was marketing to a customer base unfamiliar with the idea of buying health products online. For the majority of shoppers, it was customary to head over to their local pharmacy or health store to physically see the items before buying them and consult one-on-one with a store clerk.
We overcame this challenge by focusing on the expansion of our Green & Natural assortment to appeal more strongly to our target customer. Growing this product line really helped to enhance our credibility as a seller of healthy lifestyle products and turned many browsers into first-time customers.
Quality is key.
The key to our continued growth lies in the quality of products and customer experience we offer. Our customers are well-informed, savvy shoppers with specific ideas for how to incorporate healthier options into their lives. Customers come to our site with wellness knowledge they’ve acquired from a variety of places and are often looking for a particular make of product. This makes our job of delivering a high standard of carefully curated, peer-reviewed products all the more important.
We believe the entire customer experience, from the moment customers enter our site to delivery of their order, is made up of a series of small impressions. Every single touch point matters to the overall experience, which is why we pay close attention to even the smallest of details. From ensuring product information is up-to-date, to sending out orders in crisp, clean packaging, no part of the customer journey is overlooked. These small impressions are what customers are going to remember and what will keep them coming back time and time again.
If you run an online store or are thinking about running an online store, there is no step more critical in the customer journey than checkout. It can either make or break the customer experience. A difficult or interrupted payment experience can quickly undo all of the positive interactions a customer has had up until that point. One of the easiest and most effective ways to increase the quality of payment experience you offer is to give customers a variety of options for how they can pay online.
Stand behind the mission.
Getting to a place where you can focus strictly on your business’s growth takes time and perseverance, but it is completely achievable. At Well.ca, we continue to keep a close pulse on our customers’ wants and needs by looking at what is selling each day, and adapting our strategy as we go. If you ever find yourself at a crossroads or having trouble making an important business decision, remember what your company mission is and let it guide your next move. For Well.ca, it’s always been about creating happier, healthier customers and enriching the lives of Canadians and their families. By keeping that top of mind, we have yet to be steered in the wrong direction.
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Moneris is not responsible for the accuracy, reliability or currency of the information supplied in this article. Merchants wishing to rely upon this information should consult directly with Well.ca. The information in this article is not intended to provide specific financial, investment, tax, legal, accounting or other advice to you, and should not be acted or relied upon in that regard without seeking the advice of a professional.