TORONTO — Canada today is populated by more citizens over the age of 65 than under the age of 15, according to Statistics Canada. This seismic shift in the country’s demographics corresponds to a cultural shift, as Canadians are no longer content to let age dictate what they can and cannot do. Senior Canadians want to keep active, try new things and stay independent for as long as possible.
In response, Shoppers Drug Mart (SDM) is reshaping the shopping experience for the country’s seasoned citizens by creating Wellwise — a new store format and retail resource to help Canadians take charge of the way they age.
The Wellwise by Shoppers Drug Mart outlet caters to the needs of aging Canadians who don’t want an “old person’s store,” says SDM senior vice president of health care businesses Theresa Firestone, who adds that shopping for the elderly doesn’t have to be a daunting experience or be focused on being sick.
The first Wellwise pilot store opened in Toronto in September 2017 and the second is scheduled to open in April.
Wellwise will now be available to all Canadians (excluding Quebec) with wellwise.ca, which the company launched in February. This new, easy-to-shop e-commerce site features a broad product selection and offers direct-to-home deliveries. Offerings on the site include everything from low-impact fitness equipment to compression socks and physiotherapy products, to supports and braces, mobility products and tools and gadgets to help Canadians stay active and well.
In addition to single product purchases, the site also offers a subscription service to automatically ship frequently used items at regular intervals. Customers shopping on wellwise.ca get the added benefit of earning PC Optimum points on their purchases.
“In creating Wellwise, we put the focus on wellness, not illness,” says Firestone. “Wellwise offers an enjoyable shopping experience that gives Canadians the tools and advice they need to age powerfully, not just comfortably.”
The e-commerce site caters to a number of different audiences from weekend warriors to boomers to caregivers. One in five Canadians are caregivers to an aging loved one — that’s 6 million people, according to a 2012 national study. With wellwise.ca, SDM says caregivers who don’t live in the same city or town as their loved one can now order products online and have them delivered directly to their loved one’s door. The site is fully responsive; whether on a phone, tablet or desktop the user screens will adjust and become optimized for the best experience.
“At Wellwise, people can find everything from travel accessories to mobility products to help them stay in their homes longer,” says Scott Wilks, vice president at Shoppers Home Health Care and Wellwise. “No matter what stage of life people are in, Wellwise will be an important resource for Canadians looking to take control of how they age.”