GNC hit the reset button on December 28, 2016, closing its 4,464 U.S. owned and franchised stores for the day as it rolled out a simplified pricing strategy with items priced the same across all channels, a new app, a new rewards program and installed new POS terminals.
Field Agent, a consulting firm that conducts on-location auditing and research, recently sent “agents” to 52 stores to check out the changes. In some good news for struggling GNC, the reviews were mostly positive.
Here are the highlights:
• 69% rated the "single price" system as "excellent"
• 68% are more likely to shop the "New GNC" compared to the former GNC
• 72% found the new "My GNC Rewards" program to be "much better" or "better" than the previous Gold Card program
• 77% were "completely likely" to participate in "My GNC Rewards"
(Field Agent screened its panel of approximately one million U.S.-based agents to locate existing GNC customers. Fifty-two of these agents were ultimately sent to GNC stores to interact with products and store employees, sign up for the new rewards program, capture photos, and make a purchase of at least $5. They also downloaded and used GNC’s new mobile app.