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GNC renews investment in subscription management technology

GNC storefront
GNC is renewing its subscription management partnership with Ordergroove.

GNC Holdings Inc. will continue providing custom wellness products and services with a monthly subscription program.

The vitamins and supplements retailer is renewing its strategic partnership with the Ordergroove relationship commerce platform for four years. Since first collaborating with Ordergroove in 2015, GNC says it has seen substantial growth in active subscribers and recurring revenue.

Following an initial omnichannel subscription program the retailer launched in June 2019, GNC built on it with a service known as GNC4U. Introduced in October 2019, GNC4U delivered vitamins and supplements specifically recommended based on individual health needs and lifestyle goals.

Now, GNC is enactjng a renewed investment in its current omnichannel subscription and membership offerings, Routines and Pro Access, respectively. According to GNC, the renewed agreement solidifies its “subscription-first “strategy.

By leveraging data-driven insights and predictive analytics provided by Ordergroove technology, GNC offers subscribers and members personalized experiences that are tailored to meet each customer’s unique needs.

Other offerings of the retailer’s subscription and membership programs include personalized product recommendations, as well as subscriber management via Alexa and SMS text message. A GNC skill for Alexa enables users who have auto-deliver & save (ADAS) delivery subscriptions with GNC to modify subscriptions; as well as create the ability to pause, skip, cancel, change send dates, send immediately, or remove an item from ADAS orders.

The GNC skill also allows users to increase or decrease subscription frequency at the item level or subscription level.

“We are thrilled about this long-term partnership with Ordergroove and how subscriptions and memberships have helped us foster well-being for our customers via Routines and proper adherence, both online and in our retail stores at the point-of-sale,” said GNC executive vice chairman Yong Kai Wong. “Ordergroove is best-in-class and has been critical to our success thus far and will be for years to come.”

“We are proud to extend our partnership with GNC, a retailer I’ve been a customer of since growing up in Miami, Florida, and a brand that is synonymous with consumer health,” said Ordergroove CEO Greg Alvo. “This renewal underscores the trust and confidence GNC places in Ordergroove’s best-in-class omnichannel subscription and membership solutions that drive profitable, recurring revenue. We look forward to being an integral part of driving GNC’s mission of fostering well-being for years to come.”

Based in Pittsburgh, GNC operates more than 3,000 stores in the U.S. and Canada.

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