GNC strengthens back-end capabilities for omnichannel retailing

GNC Holdings is building the core of its omnichannel enterprise.

The specialty health-and-wellness retailer is rolling out enVista’s omnichannel order management solution (OMS) within the cloud-based enVista unified commerce platform. GNC will deploy the OMS to obtain enterprise inventory visibility and optimize order orchestration and fulfillment across its network of distribution centers, suppliers, and 4,800 North American retail stores.

As a result, GNC hopes to be able to offer more products online to meet customer demand, as well as provide buy online, pick up in store (BOPIS) and ship from store options. The solution also provides a single view of the customer, inventory, order, item and payment across the enterprise. This will aid GNC in its efforts to deliver a consistent, customer-centric brand experience across all channels and locations.

“The customer is at the center of every decision we make at GNC,” said Tricia Tolivar, executive VP and CFO at GNC. “We selected enVista’s OMS to help us rapidly advance our omnichannel commerce initiatives and respond to customer expectations for additional fulfillment options and seamless, convenient, personalized shopping experiences. When it comes to health and nutrition products, customers expect to rapidly receive or pick up orders, track their orders, and receive very personalized service.”

GNC currently leverages enVista’s vendor drop ship solution on the unified commerce platform. The retailer directly uses inventory from vendors to fill orders. This eliminates the step of processing batches of inventory in GNC fulfillment centers and distributing goods to stores, reducing order fulfillment time while making products more accessible to consumers.