Guardian Health & Beauty, Singapore’s leading health and beauty retailer, has introduced a US$1.3 million e-commerce platform. The platform offers the full range of products found in Guardian stores, along with curated content and virtual healthcare consultations.

Source: Guardian website.

Sarah Boyd, CEO of Guardian Health & Beauty, highlighted that Singapore is the first in Asia to launch such a comprehensive e-commerce site for the company. This decision was driven by the fact that Singaporean consumers are active digital shoppers and increasingly rely on online resources for their health and beauty needs.

Boyd emphasized the importance of meeting customers where they are, particularly in the digital space for health and beauty products. She cited Google data from 2014, which revealed that Singaporeans conduct an average of 11 million health and beauty searches monthly, including 2 million specifically for vitamins and supplements.

“Singaporeans are proactive about their health, with higher per capita spending on vitamins and supplements than any other nation. Our vision for the portal is to create a one-stop solution offering content, services, and convenient features catering to urban lifestyles," Boyd explained.

The platform, accessible at www.guardian.com.sg, is the first of its kind in Singapore to provide short virtual health consultations. This is made possible through a partnership with MyDoc, an online health consultation platform. This feature allows busy individuals to schedule online appointments and address health concerns with experienced doctors and Guardian pharmacists via online chat or video call. Additionally, personal health diaries with secure logins enable users to track health history and facilitate follow-up consultations.

Users of the platform can access over 500 renowned health and beauty brands and over 3,000 products. The site also offers curated content, including health and wellness tips and advice from Guardian’s pharmacists.

The platform provides door-to-door delivery services with flexible scheduling options, including a choice of four delivery time slots, two of which are in the evening. Customers can also choose to pick up their purchases at nearly all of Guardian’s 148 physical stores across Singapore, excluding those located within Changi Airport.

‘Live’ customer service chats are available from Monday to Saturday, 9:30 am to 6 pm, to address customer feedback and inquiries. This service is uncommon even among other local online retailers.

“Our new e-commerce initiative is part of Guardian’s continuous evolution and rebranding – this is a new chapter for us, and we’re dedicated to staying responsive and adapting to the rapidly evolving health and beauty needs of consumers in Singapore," Boyd added.

Dr. Snehal Patel, MyDoc Co-founder, provided further context on the online health consultation service, stating that the rise of digital and social media has increased the demand for fast and convenient medical advice. He cited a McKinsey study reporting that 75% of respondents from Singapore, the UK, and Germany are interested in using digital healthcare services.

“MyDoc leverages the rapid growth of social media and internet technology to connect people with healthcare providers more easily. Individuals no longer need to delay seeking advice due to busy schedules that make clinic visits challenging.

“Making healthcare access simpler and more streamlined enables people to manage their health conditions more consistently, which has been shown to prevent costly and uncomfortable hospitalizations. Partnering with Guardian is a natural fit – they are simplifying healthcare product purchases, and we are making obtaining advice more accessible than ever. We are thrilled to be a part of this initiative toward truly personalized care,” said Dr. Patel.

Guardian’s dedication to online retail is further demonstrated by their collaboration with Hyper Island, a digital consultancy and educational institution. Hyper Island served as a consultant throughout the 18-month planning and development phase. “Guardian’s platform is groundbreaking. It fills a gap in the health and beauty market, offering several features and innovations not found in any other similar platform in Singapore,” stated Professor Jonathan Briggs, Hyper Island Co-founder and Academic Director.

*Healthcare’s digital future, July 2014.