Vitamin Shoppe revitalizes loyalty program |Chain Store Age

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Nutrition and vitamin retailer The Vitamin Shoppe is rolling out a revamped loyalty program nationwide.

Following a successful pilot, The Vitamin Shoppe is now offering an expanded version of its Healthy Awards loyalty program to all customers. The new Healthy Awards program is made up of three levels of points-earning power, enabling customers to earn awards up to 50% faster as they move from bronze to silver and gold levels, based on their annual spend.

The program also provides more flexibility for active members, including points that do not expire. In addition, members can choose when to redeem awards. After making a purchase and earning points, they are given the option to have awards issued automatically or accumulate points for a larger award.

All enrolled members earn a $5 award with every 125 points, which they can redeem online, in-store, or with the VShoppe mobile app. Depending on the customer’s tier, the program also offers features such as access to in-store wellness coaches, a birthday surprise, consultations with certified nutritionists to develop a personalized plan, bonus points promotions, “choose your own sale” days, and access to the Healthy Awards Insiders Facebook group.

Both silver- and gold-level members get early access, exclusive offers, and savings on The Vitamin Shoppe’s private label brands. All loyalty customers receive 10% off their purchases when they subscribe to The Vitamin Shoppe’s auto delivery program.

“We took a completely fresh look at how we could have a greater understanding of our customers’ needs by personalizing and enhancing our loyalty program,” said Stacey Renfro, executive VP and chief customer and digital officer for The Vitamin Shoppe. “We are inspired by our customers, and are committed to finding ways to celebrate the incredible strides they make toward their goals.”

As part of the new Healthy Awards launch, The Vitamin Shoppe kicked off “Celebrate You,” a campaign that provides store associates with gifts to surprise standout customers throughout April.




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