Lifestyle brand goop will extend its brand and its physical MRKT Toronto pop-up to digital shoppers in Canada. The move is powered by Mastercard and Next Retail Concepts.

From September 22, shoppers can browse the digital environment as if they were in the physical store. In addition, they can interact with products and engage with digital content.

Shifting online shopping from transactional to experiential, it provides access to tools and insights to further entice shoppers. Retailers can also provide customised offers and gain analytics and overall store performance.

The concept will come to life at the goop MKRT Toronto pop-up. Mastercard will bring the latest payment methods and provide exclusive benefits. Perks include exclsuive access to events at goop MRKT Toronto, including meditation classes, private shopping and more.

“Consumers today expect a seamless, customised shopping experience across any channel or device,” said Stephane Wyper, senior vice president, New Commerce Partnerships and Commercialisation, Mastercard. “At Mastercard, we’re committed to using our products and services to create solutions for retailers to help them meet these growing demands. Together with partners like Next Retail Concepts, we are continuing to evolve e-commerce to bring the physical store to life in an immersive, digital environment, all while enabling seamless payment and exclusive offers for our cardholders.”

“We are excited to partner with goop to provide a platform that allows the goop consumer to shop in a fully experiential environment that brings the brand’s story to life in a compelling new way and allows consumers to shop the virtual store across any accessible device, commented Neil Cole, CEO, Next Retail Concepts.

“Mastercard and Goop are forward thinking partners who share in our vision of transforming the e-commerce experience,” Cole added.

goop was launched in 2008 by actor Gwyneth Paltrow in her kitchen as a weekly newsletter. Its MRKT concept launched in Toronto in June 2019 inside the Hazelton Hotel.