GNC closing all stores — for one day — for major revamp

GNC Holdings is changing its pricing structure and marketing, and adding tech enhancements to its store environment as it looks to replace what it described as “an old broken model.”



The company announced that all corporate stores will close on Dec. 28 and reopen on Dec. 29, when GNC will offer customers a “dramatically improved experience with the launch of One New GNC.”



As part of the new experience, the company will offer single pricing both in store and online, replacing multiple pricing structures across channels and membership levels. A new loyalty program named My GNC Rewards is designed to give consumers an easy to use incentive to shop GNC. The program will be supported by the launch of a new GNC mobile app available on or before Dec. 28.



As part of the upgrade, the retailer is rolling out new POS terminals across the chain that will speed the checkout process, and help guide customer decisions based on purchase history and manage loyalty programs.



In addition, associates will be armed with tablets that support their training and will help them to answer customers' questions and recommend products and wellness regimens.



“As we said on our last conference call, we're making these investments because we believe in this business, its future and our ability to return to growth and deliver shareholder value," said Robert F. Moran, interim CEO, GNC, which operates 4,464 U.S. locations. "The New GNC leaves the old, broken model behind. We're confident it will have a positive impact on the business, but it will take time for the changes to take hold and translate to improved financial results."



The new initiative will launch in all 4,464 U.S. owned and franchised locations when stores open Dec. 29.



GNC has been challenged with slumping sales. Same-store sales fell 8.5% and profit dropped from $45.7 million to $32.3 million in its last quarter.