Holland & Barrett pilots world-first express DNA test service in-store
Source:Mintel20-08-2024
UK 20-08-2024
Holland & Barrett is exclusively trialling the world’s first express DNA test service at its stores in Chelmsford in Essex, Bluewater in Kent, Birmingham Bullring, Princes Street in Edinburgh, and Queen Street in Oxford. The service is provided by medical and consumer genetics testing firm DnaNudge, with test results securely sent to customers in 20 minutes via email and to the DnaNudge mobile app.
The cheek-swab DNA test retails at £30 and analyses how quickly an individual can clear caffeine from their system, as well as the impact of oxidative stress on their skin. Customers can then use their DNA report to find bespoke product recommendations tailored to their unique biology from Holland & Barrett advisers on-site. The test aims to guide customers towards a healthy caffeine intake and timings that are right for them, as well as teach them how to protect their skin from premature ageing and other conditions.
Mintel comment:
“A good example of how technology is leveraged to provide personalised support to consumers, an aspect that 42% of customer service users want to see more of in customer service (see: Customer Service in Retailing - UK, 2024). Providing consumers with genetic insights for skincare and improved sleep, the service also encourages engagement with in-store experts who are then able to offer bespoke product recommendations tailored to individual biology.
From a retailer's perspective, armed with customers' genetic information, staff will be able to provide quicker and more precise product recommendations, contributing to brand credibility. As 67% of customer service users are swayed to shop with certain retailers because of trust in specific employees, retailers can not only equip staff with tools to help them be more efficient at their jobs but also highlight their expertise and experience, the amount of training they have received, and testimonials from other customers to further build credibility and trust, thereby setting themselves apart from competitors.”
