Vitamin Shoppe launches online subscription service — with a hook

Taking a page out of Birchbox's play book, The Vitamin Shoppe is going to be sending out personalized sample boxes of new products.



The retailer on Monday launched a product subscription service that will allow customers to save on their favorite wellness items while receiving them on a flexible, automated shipping schedule. Called Spark Auto Delivery, the program includes a built-in trial feature for new products whereby subscribers will receive a complimentary personalized sample box — our times a year — to help introduce them to new products.



Additional perks include complimentary, virtual wellness consultations with certified nutritionists and customized "transformation plans to further help members achieve their personal goals," the company said. Customers who subscribe to Spark Auto Delivery will receive 10% off of more than 1,000 participating products, double Healthy Awards points, and free shipping in the continental United States. Customers can choose their own product shipping schedule.



"While the concept of auto delivery is not new to the industry, we have created a consumer-first subscription service that combines convenience and savings with engaging experiences," stated John Hnanicek, chief customer innovation and technology officer at The Vitamin Shoppe. "With Spark Auto Delivery, we are enhancing our customer's journey from product discovery to delivery by incorporating personalized elements and interactions designed just for them."



The retailer collaborated with branding firm Liquid Agency to design the service.



"In a world where Amazon is challenging the retail norms, we employed Silicon Valley Thinking to design a subscription service experience for The Vitamin Shoppe that other retailers simply cannot replicate — by leveraging brand equities that are unique only to The Vitamin Shoppe and their customers," stated Dennis Hahn, chief strategy officer at Liquid Agency.