Photo credit: Whole Foods
Just a jaunt to the supermarket for milk, eggs and… a pedicure?
The Boston Herald ran a story yesterday about Whole Foods introducing an in-store spa in its newest Boston location.
This move mirrors a trend that we’re seeing with drugstores extending basic medical services, coffee shops selling alcohol and credit card companies launching airport lounges. Category leaders are expanding their portfolios to offer their customer more conveniences, building the brand experience, while trying to capture another business sector.
But it poses the question: should you risk diluting a brand to gain more market share?
Naturally, there isn’t a simple answer. Several brands can evolve and offer new products/services without compromising their integrity. However, these evolutions need to be supported with careful messaging by seasoned professionals (shameless shout-out!). The new business sectors need to be integrated and explained in a way that benefits the customer, but does not stray from the brand’s core values.
And regarding Whole Foods – as soon as it (hopefully) opens a spa in one of its D.C. locations – I will happily evaluate this brand extension as I get a manicure after buying my kombucha and bulk chia seeds.
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