Wellness Market News: Vitamin Shoppe Loyalty Program Relaunch, Used At-Home Test Strips On Market, More

[Vitamin Shoppe Inc.] launches another change to boost sales growth with a revamped loyalty program featuring three tiers that are all free to join and provide higher rewards the more a participant spends. The Secaucus, N.J.-based nutrition, health and wellness product manufacturer and retailer on April 8 announced it expanded its new Healthy Awards program from a pilot to a chain-wide offering. The changes include "three levels of points-earning power" – Bronze, Silver and Gold – that generate participants' points up to 50% faster as they move up based on their annual spend. All Healthy Awards members earn $5 for every 125 points they accrue and, after making purchases, have the option to have awards issued automatically or to accumulate points for a larger award. Additionally, Vitamin Shoppe offers program members, who account of 90% of its sales, access to in-store wellness coaches and to Healthy Awards Insiders Facebook group; consultations with certified nutritionists to develop personalized plans; bonus points promotions; choice of sale days; and a birthday gift. Silver and Gold level members get early access, exclusive offers and savings on Vitamin Shoppe's own brands, including the BodyTech and plnt lines and its namesake brand. Healthy Awards point can be redeemed online, in stores or with the VShoppe app the firm recently launched as part of its ongoing turnaround effort. (Also see "GNC, Vitamin Shoppe Not On Same Page In Solving Similar Growth Challenges" - HBW Insight, 8 March, 2019.)

The vitamin, mineral and supplement industry's Capitol Hill lobby day this year, June 2019, for the first time will include all of the major trade groups representing the industry. All...