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02/08/2021

GNC strengthens digital personalization capabilities with AI

Dan Berthiaume
Senior Editor, Technology
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GNC Holdings Inc. is leveraging an artificial intelligence (AI) solution to add personalized content to omnichannel interactions.

The vitamins and supplements retailer is deploying the e-Spirit FirstSpirit digital experience (DXP) platform to personalize and publish digital marketing content, including images and shoppable videos, to all customer touchpoints based on shopper individual interests and preferences. 

GNC will utilize the First Spirit DXP to enable both technical and non-technical employees to quickly and easily create and distribute targeted, omnichannel marketing content. The SaaS-based solution provides AI-powered personalization and predictive analytics that enables delivery of unique content that is targeted to specific customer needs, which can help reduce time-to-revenue. In addition, First Spirit DXP offers deep integration with Salesforce Commerce Cloud.

"One of our strategies for competing in today's crowded e-commerce market is to create a seamless, engaging customer experience across web, mobile and other channels that increases customer loyalty," said Daniel Frattaroli, director of e-commerce, GNC. "We selected the FirstSpirit DXP with hybrid headless CMS as a result of its deep integration with Salesforce Commerce Cloud, its ability to enable our business teams to rapidly create content-driven commerce experiences, and the availability of e-Spirit's AI-driven content personalization engine. e-Spirit's hybrid headless CMS technology will make it easy for our teams to add personalized content to GNC commerce experiences with little to no developer support. With the FirstSpirit CMS and AI technology, we can provide similar engaging personalized experiences our retail customers receive when consulting with our associates in GNC stores."