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GNC Upgrading, Extending In-Store Experience

Chain using physical locales as bases for even more mobile-service extensions

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To deliver a state-of-the-art, consumer-centric experience, GNC (Pittsburgh) said it is revamping the role of its brick-and-mortar locations, leveraging them as home bases from which tech-driven selling solutions are launched. The strategy includes extending the in-store experience through the introduction of a new social selling tool and mobile point-of-sale (POS) system.

“Our brick-and-mortar locations play a fundamental role in our business far beyond serving as a retail destination,” COO Nate Frazier said in a news release. “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.”

The retailer says those enhancements are built upon the successful launch of its ship-from-store and buy online/pickup in store (BOPIS) capabilities. Those services enable GNC’s retail locations to act as micro distribution centers, lightening the logistical and supply chain strain on the business overall.

All this is taking place as the chain’s physical store network is on the grow. It opened 75 new stores in 2022, several dozen in 2023 year-to-date, and has almost 100 new commitments/agreements in place for the rest of the year.

The company – which sells health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products – is also opening a Pittsburgh flagship store this summer. Located less than a mile from GNC’s global headquarters, the new store will feature approximately 2400 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 what we call their journey to Live Well.”

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