OPERATIONS

Specialty retailer steps up unified commerce efforts

BY Deena M. Amato-McCoy

Vitamin World’s commerce and supply chain operations are undergoing a digital transformation.

With an eye on delivering a consistent shopping experience enterprise-wide, the specialty retailer is preparing to integrate its online channel, brick-and-mortar stores and backend supply chain processes. By adopting a unified digital solution that integrates all retail and supply chain processes, the chain will deliver a consistent experience across all channels, and gain a holistic understanding of its customers and day-to-day business operations.

Vitamin World is partnering with Visionet Systems, a consulting firm specializing in unified ERP and e-commerce implementations, which will integrate Microsoft's cloud-based ERP solution. The technology, which is designed to drive flexibility and scalability, is expected to enhance reporting and forecasting, lower operational overheads and improve customer satisfaction, Vitamin World said.

"Providing consistent experience across all sales channels and harvesting deeper understanding of our customers is important to us,” said Michael Madden, CEO of Vitamin World.

“These insights will allow us to align our supply chain with varying con-sumer demand, diversify our assortments and provide an engaging and consistent buying experience for our customers," said Madden. "By adopting a unified, omnichannel retail model across sales and supply chain, Vitamin World will become a leaner, modern and more profitable retail outfit.”

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