'CLICKS AND MORTAR' STRATEGY BUILDS A THRIVING ORGANIC BUSINESS
27 August 2017, Written by David Simmons
IT'S clear that passion is a key driver behind the quick success of Brisbane based Organic Index.
The business was born from the desire of three sisters, Rebecca Medcalf, Melissa Krueger and Emma Dowling, to showcase organic alternatives to beauty and skincare across Australia and New Zealand.
The trio's business is a happy marriage between clicks and bricks, as it trades both online and from the Organic Index storefront located in Brisbane's Paddington.
Medcalf, Krueger and Dowling have been named finalists in the 2017 Brisbane Young Entrepreneur Awards, an achievement they largely put down their passion for the customer, and for general wellbeing.
"At Organic Indedx we believe that beauty and wellness should be inseparable," says Medcalf.
"We aim to house the ultimate, on-trend collection of natural, crafted and ethical makeup, skin and body products sourced exclusively form Australia and New Zealand."
"We're dedicated to changing the face of the beauty industry, by offering an unmatched experience with soulful products and real integrity."
Organic Index offers a range of products including makeup, haircare essentials, body and skincare items as well as fragrances. The team prides itself on connecting on a personal level with its customers.
"Our primary function is to showcase and connect in a way that emphasises that the experience is everything for our customers," says Medcalf.
The Organic Index online presence is simple and clean, however when it comes to the beauty industry Medcalf believes a physical presence is also essential.
The Organic Index store in Paddington is the trio's first 'retail showroom', and the sisters are looking forward to launching their second store at the James Street Precinct before the end of 2017.
Plans are also in motion to launch more showrooms interstate in the near future.
"For us especially it is crucial to have both online and bricks & mortar, so we'd call ourselves 'clicks and mortar'," says Medcalf.
"If you look at the statistics for the industry we're in, 96 per cent of cosmetics are still bought in person, because people like to touch and smell perfumes or try lipstick. But once they know what they like they then go back and reorder online."
"So we actually treat our showrooms as touch stones; we give you an introduction to try new brands you may not have heard of before and get to know them, so it's really the first step for connecting with our clients and customers."
"From that point on we just reflect it seamlessly online, so it's easier and more convenient for them to order late at night or during different hours that they may not be able to make it to the shop."
Business News Australia
Author: David Simmons