TECHNOLOGY

GNC adds more muscle to omnichannel fulfillment capabilities

BY Dan Berthiaume

GNC Holdings is upgrading its e-commerce shipping infrastructure with an eye toward ship-from-store.

The specialty health and wellness retailer will deploy automated multi-carrier shipping software from ProShip in three US-based distribution centers. After initial implementation of shipping engines for five carriers inside its distribution centers, GNC hopes to expand functionality to include ship-from-store capabilities at more than 400 brick-and-mortar locations.

GNC will integrate ProShip software into its enterprise technology stack and utilize its shipping capabilities, such as advanced date shopping (a tech-enhanced form of rate shopping), international shipping, and compliant labeling. As a result, the retailer hopes to ship more efficiently, save on shipping costs, and ultimately increase customer satisfaction.

“At GNC, we focus on delivering high quality, innovative products to our customers, and our current e-commerce shipping functionality just isn’t scaling to keep up with industry expectations,” said Ryan Ostrom, chief brand officer of GNC. “The addition of ProShip will provide us with a more robust solution offering an elevated level of distribution efficiency, carrier integrations and quality support, helping us exceed customer expectations.”

GNC’s planned ProShip implementation comes on the heels of its May 2019 deployment of enVista’s omnichannel order management solution (OMS). GNC is leveraging the OMS to obtain enterprise inventory visibility and optimize order orchestration and fulfillment, with hopes of offering more products online and supporting buy online, pick up in store (BOPIS) and ship from store options.

The retailer is also active on the front end of omnichannel retailing. In June 2019, GNC debuted an omnichannel subscription program enabling customers to enroll and use subscriptions online and in retail stores.

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