GNC Links Pipeline To Loyalty Program Trends, Builds Private Label Lines
This article was originally published in The Rose Sheet
CEO Ken Martindale says research and development linked to firm’s loyalty program, which provides data on the needs of the nearly 15m customers enrolled. “The data-driven insight we gain from our loyalty program are beginning to help us shape our product development and innovation,” he says.
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GNC is launching numerous products including an energy drink for millennials and a patented ingredient to improve upper and lower body strength. It also is giving its stores a face lift to implement a "service-driven” concept.
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Every 1% increase in GNC brands' sales drives $1m to $3m incremental growth profit for the nutrition, health and wellness manufacturer and retailer, says CFO Tricia Tolivar. The firm targets making its own products a larger part of its brand mix after its brands slipped to 43% of its sales in the first half of 2017.