How The Vitamin Shoppe is Making Loyalty Personal

Total Retail Talks

Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

Zero-Party Data Makes The Vitamin Shoppe's Loyalty Program Healthier

In episode 459 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brett Herskowitz, senior manager of loyalty at The Vitamin Shoppe, the global, omnichannel specialty retailer and wellness lifestyle company. Listen in as Herskowitz provides an overview of The Vitamin Shoppe's revamped loyalty program, Healthy Awards (1:20), the factors that influenced the new program setup and offerings (3:50), acquisition efforts (6:20), and keeping members engaged (11:25).

In addition, Herskowitz discusses how the Healthy Awards loyalty program collects and utilizes zero-party data to create personalized offerings (14:40), efforts to continually improve the loyalty program (17:25), and how The Vitamin Shoppe is differentiating itself from the competition (20:05).

This episode was recorded at CRMC 2024 in Chicago.