The Vitamin Shoppe Takes Omnichannel Customer Experience to New Heights with Aptos Retail Technology

Leading Specialty Retailer and Wellness Lifestyle Company Was Recognized at Aptos Engage Conference for Omnichannel Transformation and Retail Innovation

Aptos, Inc., a recognized market leader in retail technology solutions, announced that The Vitamin Shoppe, an omnichannel specialty retailer and wellness lifestyle company, is successfully leveraging Aptos solutions, including Aptos Store for point of sale and Aptos CRM, as part of the retailer’s ongoing advancements in omnichannel excellence and customer loyalty.

An Aptos customer since 1998, The Vitamin Shoppe continues to bring innovations to its customers, including the recent nationwide launch of its new Healthy Awards loyalty program. Following a successful pilot, the program has been rolled out across the retailer’s 770 stores and offers all members greater earning potential, more exclusive benefits and flexible rewards.

Headquartered in Secaucus, New Jersey, The Vitamin Shoppe carries a comprehensive assortment of nutritional solutions, including vitamins, minerals, specialty supplements, herbs, sports nutrition, homeopathic remedies, green living products and natural beauty aids that are available to shoppers in stores. In addition to offering products from approximately 700 national brands, The Vitamin Shoppe carries products under The Vitamin Shoppe, BodyTech, True Athlete, MyTrition, plnt and ProBioCare brands.

To empower customers to live their best life, however they define it, The Vitamin Shoppe is taking transformative actions to closely align its business with evolving customer needs. This includes more personalized experiences that are fully integrated and seamless across channels, including The Vitamin Shoppe’s stores, website and mobile app.

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The Vitamin Shoppe — through the use of Aptos CRM — combines activities from all channels to create a 360-degree view of each customer. Access to customer information, including real-time rewards, is available to The Vitamin Shoppe associates, known as Health Enthusiasts, to enhance customer service experiences, including in-store checkouts. Through the integration between Aptos CRM and Aptos Store, Health Enthusiasts can quickly and easily add new customers to the loyalty program at the point of service.

Following the loyalty program launch, the retailer will next pilot Aptos ONE, a microservices-based SaaS platform that will augment and extend its existing Aptos Store capabilities. The platform, designed to help retailers deliver the fluid and unpredictable journeys that today’s shoppers demand, supports The Vitamin Shoppe’s commitment to innovation.

“We took a completely fresh look at how we could have a greater understanding of our customers’ needs by personalizing and enhancing our loyalty program,” said Stacey Renfro, EVP and chief customer and digital officer, The Vitamin Shoppe. “We are inspired by our customers, and are committed to finding ways to celebrate the incredible strides they make toward their goals.”

To celebrate the progress The Vitamin Shoppe has made in transforming its business for customer centricity, the retailer was recognized with an Aptos Think Differently award at the Aptos Engage conference, April 29-May 2 in Orlando, Florida.

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Also during the event, Scott Devlin, vice president of applications, The Vitamin Shoppe, presented “The Vitamin Shoppe: A CRM Loyalty Case Study,” which discussed the company’s loyalty evolution. The session included how The Vitamin Shoppe is creating more touchpoints with its customers and more reasons for conversations and the positive results they are having on purchase frequency and average order value.

“Due to The Vitamin Shoppe’s singular focus on customer experience and ability to operationalize omnichannel, they are on the leading edge of specialty retail in their ability to engage and reward shoppers,” said Noel Goggin, Aptos CEO and culture leader. “It is a privilege to partner with an innovative retailer that is having a profound impact on local communities and is helping people lead healthier and more satisfying lives.”

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