Multi-channel retail group Scotts & Co. is set to launch a new venture called Viva Vitality which will specialise in direct-to-consumer (DTC) health and wellness solutions for the over-60s. It marks the company’s first formal entry into the consumer health space.
The launch of Viva Vitality follows Scotts & Co.’s recent move into fragrance retailing and fine jewellery with the launch of The Garden Fragrance Company and Aston & Rose.
Scotts & Co. says Viva Vitality aims to set a new standard for DTC marketing of health and wellness products, devices and solutions for the over-60s.
Significantly, many Viva Vitality items will be exempt from VAT for individuals who suffer from a registered disability or chronic illness. This means qualifying customers will be able to save 20 per cent on the cost of solutions that address their condition—thus increasing the affordability of products such as adaptive clothing, mobility aids, and items specifically designed to help people with conditions such as Arthritis and Parkinson’s disease.
Later this month, Scotts will mail a 64-page ‘VIP Preview’ edition of the Viva Vitality catalogue direct to 750,000 of its best ‘senior’ customers. The company is believed to have the UK’s largest database of ABC1 mail order and online customers aged over 60.
The Viva Vitality catalogue and online business will bring together a specially curated range of products and solutions designed to meet the health and wellbeing needs of a ‘senior’ audience whose focus is increasingly on health and the maintenance of an ‘independent living’ lifestyle.
Hundreds of items in the Viva Vitality collection will be classified by multiple different health conditions. This is designed to make it easier for individuals to quickly access products that are relevant to their needs. Categories include Vision, Hearing, Mobility, Pain Management, Stress & Anxiety, Relaxation, Posture & Support, Footcare, and Sleep.
There will also be a dedicated Viva Vitality store for vitamins and other supplements.
In addition, Viva Vitality will offer Health Monitoring devices and safety aids for the kitchen and bathroom, as well as innovative solutions for Gentle Exercise, Improving Memory, and Keeping Your Brain Active.
Nigel Swabey, CEO of Scotts & Co., believes the DTC market for health and wellness has huge growth potential because impactful, personalised direct mail is currently under-exploited by the personal healthcare sector. Swabey is confident that Scotts’ 30 years of experience in multi-channel and catalogue marketing will enable Viva Vitality to engage directly with millions of over-60s who, according to recent studies, are now spending more on wellness than ever before.
Swabey said: “The pandemic has highlighted the huge importance of both health and wellness and many experts believe self-care is now an increasingly important part of healthcare.”
He added: “We have always offered our customers a wide range of products related to health and wellbeing across all of our catalogue brands and websites. However, the launch of Viva Vitality will enable us to take our approach to this market to a new level—with holistic solutions that are grounded in scientific evidence.”
Sarah Boyle, group brands director at Scotts & Co., said: “Viva Vitality will look at the customer as a whole person and take into account all of the challenges they may face during their day. That’s why our Viva Vitality team has scoured the world to find hundreds of high-quality, ingenious wellness products that will make everyday activities less of a struggle and help our customers to get the best from life.”
According to management consultancy McKinsey & Company, the global wellness market is now worth over U$1.5 trillion (£1.1 trillion) and is set to grow by around 5-10 per cent a year. In a recent consumer survey, McKinsey found that 79 per cent of respondents regarded wellness as important and 42 per cent considered it a top priority. A majority of consumers said they expected to increase their purchases of wellness products in 2022.
Share