GNC Enhancing the Role of Its Stores

GNC is revamping the role of its brick-and-mortar stores in an effort to enhance its offerings and help its customers who are looking for new solutions to live a healthier lifestyle, the retailer said. 

The new initiative is focused on leveraging stores as home bases from which tech-driven solutions are launched. Each location will continue to offer full retail capabilities and coaching, but extend the in-store experience through the introduction of a new social selling tool and mobile point-of-sale (POS) system. 

• Social selling – Through Salesfloor, GNC is bridging and integrating the GNC.com and in-store coaching experience. Shoppers can speak with 100 of the company's coaches through real-time chat functionality or video calls during which GNC experts walk through the store to help consumers build a routine and complete the transaction virtually.
• Point of sale – GNC launched, and continues to enhance, its fully mobile POS system which allows for curbside pickup, same day delivery, and online sales at GNC.com. With units available in every GNC district, the mobile POS enables coaches to sell beyond the store, including the capability to consult and sell products at external events.

"Our brick-and-mortar locations play a fundamental role in our business far beyond serving as a retail destination," said Nate Frazier, chief operating officer at GNC. "The improvements we've made from a tech standpoint allow us to untether ourselves from the physical store to be more active in the community and sell outside of our four walls to capture consumer interest wherever they want to shop."

These enhancements are built upon the launch of GNC's ship from store and buy online pickup in store capabilities. These services enable GNC's retail locations to act as micro distribution centers, lightening the logistical and supply chain strain on the business overall, company officials said.

With the most recent new store openings, GNC continues to build its national presence in thousands of cities across the U.S. The company is also opening a Pittsburgh flagship store this summer. Located less than one mile from GNC's global headquarters at 75 Hopper Place, the new store will feature approximately 2,400 square feet of retail space and serve as a hometown hub.

"We continue to recognize the importance of staying connected in our local communities, including our home base of Pittsburgh," Frazier said. "The strategic expansion of our footprint, combined with innovative selling solutions and a strong field team, is allowing us to better service our consumers on their journey to Live Well."

GNC is also investing in the future of its field with the recent launch of GNC University, a training, certification, and content platform program available to all U.S. corporate and franchise store associates. Providing resources that enable continued growth and advancement, this programming sets GNC apart from competitors in developing talent to ultimately provide an expert consultative experience.