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09/11/2023

GNC Investing in Omnichannel and Membership Personalization

Liz Dominguez
Managing Editor
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GNC storefront

Health and wellness company GNC is continuing to invest in its omnichannel and membership efforts, having recently renewed a partnership that will grant the company access to data-driven insights and predictive analytics. 

Using this technology, GNC can better provide personalized experiences to its subscribers and members, targeting individual trends through product recommendations and subscriber management with Alexa and SMS.

[Also read: GNC Piloting Drone Delivery Service in Select U.S. Markets]

GNC has been working with Ordergroove to bolster its tech stack, and now the company has renewed its partnership for four years. 

According to GNC's executive vice chairman, Yong Kai Wong, the company’s subscription and membership efforts have allowed GNC to “foster the well-being for our customers via routines and proper adherence, both online and in our retail stores at the point-of-sale.”

Since the initial launch of the technology in 2015, the company reports that consumers who enroll in GNC’s subscription model have three times the lifetime value of transactional shoppers, on average. 

According to data from Forrester’s August 2022 Consumer Energy Index And Retail Pulse Survey, personalization efforts are an impactful driver of business. However, it may not be in the way consumer goods companies are currently approaching it. 

Jessica Liu, principal analyst, reports that CG companies may want to pivot to after-purchase personalization, as that’s the phase when 47% of consumers enjoy personalized experiences, compared to 38% when initially discovering or researching a product/service, or 43% when they’re buying a product/service and then using it.


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