Watsons Singapore partnered with GNC in launching the concept at Takashimaya Shopping Centre, Ngee Ann City on January 7.
This is a step up from the duo’s partnership which began in October 2024, where GNC announced its return to the Singapore market through an exclusive partnership with Watsons Singapore.
GNC has returned to the Singapore market after a three-year hiatus. Prior to that, it had operated in Singapore via a franchisee model with ONI Global Pte Ltd.
The exclusive partnership with Watsons Singapore has made GNC’s products available in 51 Watsons Singapore outlets currently.
Of which, 14 of them will be incorporated with the GNC store-within-store concept by year end.
Watsons Singapore has a total of 99 outlets across the island state as of January 2025.
Speaking to NutraIngredients-Asia, Goh Choon Gek, commercial director, Watsons Singapore, said that the store-within-store concept was designed to help consumers navigate GNC’s products through specialised display. There are also in-store GNC advisers who are trained by GNC US headquarter to provide personalised recommendations to consumers.
The 300 square feet GNC store-within-store at Watsons Singapore’s Ngee Ann City outlet has close to 200 GNC-branded products.
Goh said that these products were selected to cater to consumers' total health and wellness needs.
“It offers close to 200 products that are specially selected to cater to consumers’ total health and wellness needs, focusing on basic health functions such as cardiovascular, gut health, bone and joint and even sleep management,” she said.
She highlighted that consumers are taking a more personalised, preventive, and holistic approach to health.
“They (consumers) want to focus on the overall physical wellbeing and not just treatment. At the same time, things like wearable devices as well as health apps are becoming an integral part of our daily lives, where we use it to track our health goals, our nutrition needs and even sleep management.
“The focus has also been a lot on mental health. People are not just looking at physical wellbeing, but also seeking out tools and devices that can manage stress, mindfulness, and sleep - which is an aspect of mental health,” she elaborated.
The changing consumer demand is also reflected in the products that are currently the bestsellers.
GNC’s current bestsellers, for instance, include its Triple Strength Fish Oil omega-3 for heart health, TriFlex for bone and joint health, Herbal Plus Milk Thistle for liver support, and Tri-Sleep for sleep support.
NutraIngredients-Asia also understands that the GNC store-in-store concept is currently focused exclusively on Watsons Singapore, with no immediate plans to roll out the concept in other markets.
Digital enhancement
Aside from products, Goh said that Watsons Singapore has also been ramping up its efforts in providing a seamless and immersive consumption experience through digital enhancement.
An example is the presence of a QR code inside the store which allows consumers to download an e-catalogue for browsing through the products at their own convenience.
With online shopping becoming a usual routine, the company is also leveraging on its O+O, or offline plus online strategy, in enhancing consumers' purchasing experience.
“Our strategy, which we call it O+O, which is offline plus online, is where we have our own Watsons platform, as well as other platforms within marketplaces or even quick commerce such as Grab Mart and Panda Mart.
“All these put together ensure that we give a complete and immersive experience, as well as convenience to our consumers,” she added.
Consumers can also have the option of placing their order for products that are not currently available, but receive it via home delivery or store pick-up once the product becomes available.
Watch the video to find out more.
