US natural products retailer The Vitamin Shoppe this week unveiled a new store concept at its Edgewater outlet, which it says “brings a new vision to wellness retail” by combining latest technology-drive innovations and personalised nutrition opportunities.
The New Jersey-based business operates around 750 stores nationally under its The Vitamin Shoppe and Super Supplements brands.
Building off the footprint of the existing Edgewater store, the completely reimagined 3,185 square-foot space features latest interactive elements, such as on-demand digital product guides, enhanced mobile POS checkout, a designated area to take the brand’s new Only Me personalized health assessment, a complimentary ‘body composition analysis station’, and a supplement sampling machine.
Signature merchandise assortments, including the store’s CBD Central and Keto HQ sections, as well as service programs like free nutritionist consultations via the Healthy Awards loyalty program, are seamlessly integrated into the innovation concept.
Designed by Dayton, Ohio-based ChangeUp, the Edgewater store features a warm colour palette, wood flooring, and updated fixtures that enhance the merchandise layouts. Design accents include Edison bulb lighting, brass signage and leather trim details. A new wayfinding system streamlines the shopping experience and strategically placed educational guides help lead customers to the ideal products for their individual wellness journeys. The cash wrap has been upgraded with a 100-inch LED video screen that displays inspiring and educational brand content.
Sharon Leite, chief executive officer of The Vitamin Shoppe (pictured), commented: “Our newly remodelled Edgewater location represents the next generation of stores for The Vitamin Shoppe, and will inform the future direction of our total retail experience. We have taken the elevated aesthetic of a modern apothecary and imbued it with leading-edge technology and services that will simplify and demystify the experience of shopping for health and wellness supplements.”
“The new digitally-powered elements of our store encourage customers to deeply engage with our product offerings”
“At The Vitamin Shoppe, we are continually searching for innovative ways to evolve and enhance the customer wellness journey. The new digitally-powered elements of our store encourage customers to deeply engage with our product offerings, as well as our highly knowledgeable in-store Health Enthusiasts, for a fully integrated omni-channel experience. The Edgewater store is a great example of our ongoing transformation into an agile, customer-centric company – as well as our continued commitment to helping our customers become their best selves, however they define it.”
The Vitamin Shoppe currently plans to open five new stores in a similar format through January 2020.
All photos, The Vitamin Shoppe