Magazine: O2O has never been this comfortable before

O2O – harmonised online and offline sales – has reached a new chapter: in December 2018 GH Lab opened a pop-up store in Mall of America in Bloomington (Minnesota), which offers a truly unique shopping experience. The household appliances and chemicals shop serves as some kind of showroom. Purchases can be made using the Amazon app only. The concept requires no storage room, shelf replenishment, etc., so prices are lower than the usual, too.