Hybrid Independent On A Mission

Not content with an impressive chain of physical stores, Horan’s has a bigger vision. Alistair Forrest reports…

As independents go, Horan’s Healthstores has done a great job in bringing the best of health food retailing to locations across Ireland – currently 19 and counting.

But it’s not just a land invasion. Thanks to a highly efficient digital marketing team, the business is reaching customers beyond its bridgeheads in the Republic’s towns and cities.

So effective is this hybrid mix of physical stores combined with e-commerce, a rampant social media presence and a masterly print publication, that Horan’s can be held up as a fine example to anyone seeking to look and learn in Great Britain and beyond.

The mission is simple. “We strive our very best to provide customers both in-store and online with a great selection of natural health supplements, natural health foods, natural beauty and skincare products from around the globe,” says Marketing and e-commerce Manager Edel Kelly.

“And we love supporting local brands where possible.”

Horan’s Healthstores are proud members of Health Stores Ireland and won a well-deserved award for Digital Marketing and Social Media at the 2024 National Health Stores Ireland Retailer Awards, sponsored by New Natural Business.

Horan’s CEO Sandra Breen comments, “Winning an award for Digital Marketing and Social Media meant so much to everyone at Horan’s. It was fantastic to be recognised among our peers for the work we are doing.”

Humble beginnings

The Horan’s website began over a decade ago as a basic view-only photo and portfolio website allowing customers to browse a few key brands and the top products in stock at the stores.

More recently, especially through the pandemic, the website has been developed into an e-commerce website to offer an online shopping alternative to customers and at the same time reaching a broader customer base at home and abroad.

“Sales have grown steadily through the years and thankfully continue to grow,” says Edel.

“We’ve learned so much along the way in developing an online presence and we continue to learn as digital marketing, social media and e-commerce change rapidly. We are constantly looking at new advancements in technology, customer buying trends, market trends and market conditions.”

It’s an integral arm of the group’s bricks-and-mortar stores. They’ve discovered that local customers will often window-shop online prior to going into their local Horan’s store.

“With a user-friendly interface and convenient features such as live chat and store locations, customers can easily access their favourite products and services,” she says. “Our blog section on the website is also very popular with a host of recipes, featured editorials and more.”

Motivated team

A shipping team led by Kay Hurley (Manager at Tralee), with team players Alison, Caroline, Carmen and Rachel arriving daily with a sense of excitement that doesn’t ever diminish. They check the orders at the start each day and see both familiar names and new addresses from different parts of the world.

A large percentage of the orders received on a national basis come from counties where Horan’s doesn’t have a physical store currently. Initially when the site launched, it was Edel packing the orders in her office Monday to Friday. Now the Rock Street, Tralee, team process, pack and ship the orders six days a week.

Horan’s offers complimentary shipping to ROI and Northern Ireland for orders over €50 along with flat shipping rates to UK, Europe and Rest of the World.

Social media

Horan’s customers can now follow their local stores on social media platforms such as Meta, X, Instagram and LinkedIn for updates on the latest products and promotions in-store and online.

“Social media has certainly allowed us to reach a larger audience and we often receive queries through Meta and Instagram regarding products or events which may be coming up,” says Edel.

“Each store has its own Meta/Facebook page which allows each team to post bespoke offers, new product launches and their own team highlights.”

Several times a year, Horan’s publishes its own magazine with a 20,000 print run distributed to all stores and inserted with local news publications. A digital copy is shared on social media and Horan’s website, horanshealth.ie, with a digital copy emailed to online subscribers.

Final word from Edel Kelly: “We have the best customers and are truly thankful to them for their continued support in-store and online. Our customers make us better and motivate us to be the best.”

A philosophy all of us can aspire to!