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GNC Mines Gold Card Data To Engage, Retain Customers

 
• By Malcolm Spicer

Each GNC “mySource” brochure “is based on the things that the customers told us mattered most,” says CEO Mike Archbold. Gold Card data are “an enormously rich asset in terms of understanding who the customers are,” says consultant Peter Miles-Prouten.

Each of [GNC Holdings Inc.]’s 1 million unique direct-mail brochures has a better chance to spur sales from the targeted consumer by leveraging data the customers themselves provide, say GNC’s chief executive and the firm’s marketing consultant.

“You cannot overstate the level of engagement that this creates,” said GNC CEO Mike Archbold of the firm’s revamped direct-mail...

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More from North America

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