TECHNOLOGY

GNC bulks up omnichannel revenue with new shopping option

BY Dan Berthiaume

GNC Holdings is joining the subscription revolution.

The specialty health and wellness retailer is offering an omnichannel subscription program based on the Ordergroove relationship commerce platform and Salesforce Commerce Cloud. The GNC program enables customers to enroll and use subscriptions online and in retail stores. By permitting sales associates to enroll customers with digital in-store experiences, GNC says it has been able to convert many one-time customers into recurring customers.

“The ability to offer an omnichannel subscription service through our partnership with Ordergroove has quickly gained traction and has been of tremendous value to our business,” said Tricia Tolivar, CFO at GNC. “By offering customers an easy and flexible way to order and reorder their favorite products, whether in-store or online, we’re seeing enrollment in subscriptions rise and growth in recurring revenue.”

A recent global survey from Zuora and the Harris Poll suggests that an increasing number of consumers are utilizing retail subscription programs. Results indicate 71% of respondents have subscription services, up from 53% who had them five years ago. And 74% of respondents believe that in the future, people will subscribe to more services and own fewer physical goods.

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