In an industry as diverse and complex as healthcare, HealthProductsForYou.com set out to become a one stop shop for all home healthcare needs. It grew quickly in the initial years but then sales hit a plateau. After attending IRCE and hearing the story of how a Top 500 retailer had created niche stores, CEO Naheed Quaisar adopted a similar strategy. The company tried several tactics, including extreme niching by product types, before settling on “niching by need.” Realizing that customers look for different value propositions, the company decided to offer customers two different propositions: a store that addresses multiple needs and a personalized niche store for a single need. It differentiated the two by pricing, package sizes, content, shipping and promotional offers. Quaisar will tell attendees about the ups and downs of moving to this strategy – how the company decided which niche stores to create, how it built a single back end that supports all stores yet gives each a unique feel, and how it overcame the SEO challenges of going from a one-stop shop to a series of differentiated stores. Quaisar will also provide tips that will help retailers take the same approach while avoiding many of the mistakes that HPFY made.