Matt Chittock finds out what’s driving the success of Jersey’s favourite health store.
100% HEALTH is the oldest independent natural health store on Jersey. But despite its extensive heritage (there’s been a shop owned by the same family on the island since 1978) second-generation owner Sean Fuller aims to make sure it keeps up with the needs of contemporary consumers.
“We make a real effort to ensure the store looks and feels welcoming,” explains Fuller. “Between our staff, we have over 65 years of industry knowledge. I believe that really helps develop trust with shoppers through steady continuity. Staff training is very important to support that. Plus, we have a lot of word-of-mouth custom.
“Ultimately, we’ve been around a long time, so people recognize what we do, but that doesn’t mean we can rest on our laurels. We have to keep evolving in a fast-changing landscape.”
Fuller says that his whole journey in the natural health industry has come full circle through 100% Health. At the same time his father owned the store, in the 1990s he worked for a pioneering allergy-free food company.
“Our customers are incredibly diverse. I believe we’re able to keep bringing them through the door by always offering value for money, quality and excellent customer service.”
“That sowed the seeds of my interest,” he says. “So, when in 2022 there was talk of selling the shop, I decided I wanted to buy it. It’s been a bit of a roller coaster and a learning curve – but I’ve been pretty much hands-on, looking at everything we can do to improve and working closely with our long-standing manager Lorraine.”
This includes keeping on top of stock. With little storage on the site, products have to really earn their place on the shelves through sales. One very successful change was Fuller introducing sports nutrition products to 100% Health, which proved a hit.
Community connection
Throughout the years, Jersey’s health-focused customers have certainly stayed loyal. The shop offers an extensive selection of categories – from the aforementioned sports nutrition section to wholefoods, natural beauty and more. This is a big point of pride for Fuller.
“We’re very proud that we serve a vast cross-section of the public,” he says. “We’re close to a commercial area near the bus station, so we’ve plenty of footfall through the day. And we open from 8.30am until 6pm to capture it all. So, people come in for a healthy snack at lunch – something to keep them going. On the other hand, shoppers use us for their whole week’s shopping or to pick up their supplements.
“Our customers are incredibly diverse. I believe we’re able to keep bringing them through the door by always offering value for money, quality and excellent customer service.”
Fuller makes sure that the store connects with the local community. Sessions with a homeopath and nutritionist are on offer every week, allowing customers to walk in with any questions and discuss their issues one-to-one. The store also offers a seniors’ discount every Thursday.
With a solid customer base and recognized specialist knowledge, Fuller is confident that 100% Health will be a fixture on the island for many years to come. “I feel reasonably positive about the future right now,” he says. “I think we have to be! Like everyone, there’s inflation and cost constraints – some of which can appear at very short notice, but it’s a great store and we’re ready to take on these challenges as best we can.”
By Matt Chittock, acting editor