The Vitamin Shoppe ups competition in digital space with launch of Spark Auto Delivery

By Adi Menayang

- Last updated on GMT

The Vitamin Shoppe launches subscription service Spark Auto Delivery
Keeping up with the age of automation, brick-and-mortar retailer The Vitamin Shoppe launched Spark Auto Delivery, a service in which consumers can subscribe to products to be shipped to their doorsteps every month.

Subscribers get 10% off every products ordered through Spark Auto Delivery​, shipping is free within the 48 contiguous US states, and it costs nothing to enrol, according to information on The Vitamin Shoppe’s website.

"In a world where Amazon is challenging the retail norms, we employed ‘Silicon Valley Thinking’ to design a subscription service experience…that other retailers simply cannot replicate by leveraging brand equities that are unique only to The Vitamin Shoppe and their customers,"​ said Dennis Hahn, Chief Strategy Officer at Liquid Agency​, the retailer’s partner in developing the service.

The new program launch comes at a time of struggle for the retailer—the company’s Q2 2017 earnings report was the weakest one in recent memory​, posting net sales of $304.8 million compared to $332.7 million the same period last year.

During The Vitamin Shoppe’s earnings call earlier this month, CEO Colin Watts blamed the decline on the sports nutrition category, as well as more competitors getting into the field.

Providing an auto-delivery service makes up several of new customer-service related changes the company has been putting into place since last year, which included revamping stores into ‘wellness destinations.’

"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,"​ said 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."

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