GNC selects Dunnhumby to enhance omnichannel segmentation

GNC will be leveraging Dunnhumby’s customer-centricity solutions across all facets of its marketing to more effectively segment and engage with in-store and online customers. This will include personalized communications and offers to shoppers through both online and offline channels.



“Partnering with Dunnhumby represents a significant investment in our direct marketing efforts to be as customized and relevant as possible to every customer on a more personalized level,” said Joseph M. Fortunato, chairman of the board, president and CEO of GNC. “The ability to completely understand our customers’ shopping patterns provides GNC the ability to target products and offers that each customer desires for their individual health and wellness needs, as well as complementary products that will add value to them achieving their individual goals. Our end goal is to maintain customers for life by providing them the best supplement brand and products in the world, developed by GNC’s unique product development and scientific affairs department.”



“GNC’s customers are not only very dedicated to their personal health and wellness, they are also very enthusiastic about the GNC brand. So for us, delivering relevance is crucial to growing that customer enthusiasm about the GNC brand. We want to keep those customers coming back for more and more, year after year,” added Stuart Aitken, CEO of Dunnhumby.



Terms of the deal were not disclosed.



Dunnhumby is a joint venture of Kroger and London-based Dunnhumby. Its clients include Kroger, Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy's, PepsiCo and Procter & Gamble.