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Store location: East Midlands
Enquiry: Eco-friendly haircare

We continue our search for physical retailers that also offer a great online shopping experience. More and more independents are adding this string to their bows and have overcome the hurdles to make it work smoothly, especially since lockdowns. This time our team of sleuths turn their attention to an interesting store in the East Midlands.

First impressions

This store is recommended to me, so I’m hopeful of finding the eco-friendly haircare products that I’m looking for. No surprise then that my first impressions are of a modern looking website in stylish muted colours and with an intuitive, responsive design.

It’s easy to find information about the shop, including their background and ethos. Overall, it gives the impression of carefully chosen products sold by people who care about the ethics behind them.

Verdict 9/10

Website layout

Browsing product ranges, I find lots of bodycare and household products – including many I haven’t seen elsewhere – along with a selection of wholefoods and drinks.

Fresh products only available in-store are also clearly shown. I don’t see any supplements but then that isn’t what this shop specialises in. I find the webshop layout simple to browse. A search option is shown clearly across the site and works OK for me when I try it.

Most products have fairly detailed information with many showing ingredients (although some don’t). I don’t spot any special offers or anything flagged as a new product.

Verdict 8/10

Personal attention

The online shop seems to try to provide a personal touch with staff recommendations of different products for different skin or hair types, and so on. This helps me to choose suitable haircare products. Lots of products are from local suppliers and some background on those is shown too.

There’s no online chat facility but contact details are clear and there’s lots of useful, easy-to-find information for ordering or visiting.

A blog provides more personal content – it seems to only be updated occasionally but feels very much from-the-heart. And the shop’s social media accounts are regularly updated, including information on their in-store events.

Verdict 9/10

Check out

I find the checkout process straightforward and intuitive. Delivery options and costs are shown clearly. Payment is smooth, via a well-known payment provider. T&Cs are easy to find across the website but perhaps could be highlighted more prominently during checkout.

I’m offered the option to opt in or out of email marketing while I’m checking out. Friendly and informative emails keep me updated on the progress of my order and my parcel arrives well packed and in good time.

Verdict 9/10

Overall impression

This store might not have the biggest product range compared to some others but they have an interesting selection. Their friendliness and obvious passion for what they do comes across clearly.

Overall I really enjoyed my online shopping experience with this store and would happily shop with them again, either online or in person.

Verdict 9/10

Total marks 44/50

Read the previous Secret Shopper report here...

The Awards are run in conjunction with the Health Food Institute and reward excellence in independent health store retailing. The winner is selected from the stores visited by the New Natural Business secret shoppers throughout the year.