Following a successful pilot, The Vitamin Shoppe is now offering an expanded version of its Healthy Awards loyalty program to all customers. The program has three tiers, enabling customers to earn awards up to 50 percent faster as they move from bronze to silver or silver to gold, based on their annual spend.
“The customer relationship is the cornerstone of The Vitamin Shoppe’s reinvention,” says Sharon Leite, CEO. “With over 90 percent of the company’s sales coming from Healthy Awards members, we are delighted to launch our new loyalty program as the first step in having a much more meaningful relationship with our customers.”
The revamped loyalty program was created to provide more flexibility to members, including points that never 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 for every 125 points, which they can redeem online, in-store, or with the VShoppe mobile application.
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, bonus points promotions, choose your own sale days, and access to the Healthy Awards Insiders Facebook group.
Silver- and gold-level members also receive early access, exclusive offers, and savings on The Vitamin Shoppe’s private label brands. All loyalty customers receive 10 percent 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,” says Stacey Renfro, Chief Customer and Digital Officer at 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. This campaign, along with the company’s new program, should help it stand out from other programs and from what The Vitamin Shoppe has traditionally offered.