Presentation from NRF 2019 Retail's BIG Show Jennifer Biefel, Director of Customer Marketing & Loyalty, GNC

1. REVENUE HACK:
How GNC Turned Their
Transactional Communications into
Personalized Marketing Channels

3. ● Transactional communications are an
underleveraged shopper engagement channel
● Why GNC is taking action to personalize its’ post-
sale touchpoints
● How GNC and other retailers are improving the
post-purchase experience
Actionable Takeaways

4. Personalized Shopper Communications
IN-STORE
WEBSITE
SOCIAL
MEDIA
EMAIL
TRANSACTIONAL
MESSAGES

5. Engaging or Boring?

6. Challenges to Personalization
1
2
3
Many systems to deal with
Difficulty sending and receiving
shopper data
Difficulty updating systems with
the latest branding and content

7. Post-Sale Engagement Opportunity
UP TO
70%
Open Rates
AVERAGE
15%
Click-Through
2-4x
Times Viewed

8. What if every transactional touchpoint was
personalized to engage shoppers?

9. Jennifer Biefel
Director of Customer
Marketing & Loyalty

10. ● ~ 8,500 Locations + Online
● Leading Health + Wellness
Brand w/ 80+ Year History
● Valued, Trusted,
Recognized
● Broad Product Portfolio

11. ACQUIRE Keep customers w/ re-contact driving engagement + one more trip
NURTURE Personalized recommendations + content to drive share of wallet
RETAIN + MAXIMIZE Targeted Loyalty Rewards driving AOV + trips
Enhanced Customer Experience

12. ● Customer Since 2014
● 8 million+ Digital
Receipts Delivered
Annually
● Continued Relationship
Expansion
+

13. ● Mobile Convenience
● Relevant Content +
Recommendations
● Offer Savings
● Personalization
● Customer
Retention
● Repeat Trips
PROGRAM GOALS CUSTOMER BENEFITS
DIGITAL RECEIPTS

14. ● Dynamic Personalization
● Engage the Customer and
Keep GNC Top of Mind
● Remind Customers of
Product Benefits
PERSONALIZED DIGITAL RECEIPTS

15. ● 10X Lift for Targeted Loyalty
Program Upsell
● Over 10% of Purchasers Engage
with Auto-Delivery
● 7% of Sales from Upsell Products
RECENT DIGITAL RECEIPT CAMPAIGN

16. ● Store Reviews
● Drive Search Rankings
● High Engagement
● Expand into Product
Reviews
MULTI-CHANNEL INTEGRATION

17. ● Increase Store Traffic
● Increase Direct Revenue
● Improve Efficiencies at
GNC Distribution Centers
PERSONALIZED PACKING SLIPS

18. NEXT WAVE OF RECEIPT
PERSONALIZATION
● Enhanced Offer
Personalization
● New Channel: Printed
Receipt Offers

19. ● Improve Post-Sale
Engagement
● Unify the Shopper
Experience
● Easily Manage
Transactional
Communications
Impact for Retailers

20. GNC is Not Alone