Wellness retailer’s new loyalty program gets personal

GNC Holdings plans to drive customer engagement by rewarding individual customers with targeted incentives.



Through a multi-year partnership with Epsilon, GNC is adding a new loyalty program platform in the United States that allows customers to earn points and collect rewards for specific purchases they make in-store, online and on mobile devices. The program dovetails with efforts the company announced in December to offer customers a “dramatically improved experience.”



Under terms of the new agreement, GNC will utilize Epsilon's loyalty technology platform, Agility Loyalty, to deliver points and rewards based on shoppers’ individual purchase activity. The program is designed to encourage new and return visits, instill brand loyalty and improve overall customer engagement, GNC said.



“We want each customer who interacts with GNC to have the best possible personalized brand experience, including for our loyalty program, regardless of whether they're in-store, online or on a mobile device," said Jeff Hennion, chief marketing officer at GNC.



GNC was attracted to Epsilon due to their flexible offerings, and their understanding of “what it takes to create deep, emotional connections with customers,” said Paul Yater, CIO at GNC. "Additionally, Epsilon has the ability to scale and enhance these services as our business continues to grow.”