by Matt Weik
After writing an article simply the opposite week about how The Vitamin Shoppe is falling behind the eight-ball by way of the sports activities vitamin market, it looks as if they took a play proper out of my playbook to assist them get again on monitor with the launch of Spark Auto Supply. The query now turns into, is that this too little, too late? Or is it one thing that may assist enhance their gross sales and put them again on the map after falling flat on their face?
One thing new? Hardly.
In my earlier article, I famous that The Vitamin Shoppe ought to implement a number of the methods that Amazon is utilizing. Spark Auto Supply appears to be their reply. The Chief Buyer Innovation and Expertise Officer for The Vitamin Shoppe mentioned, “Whereas the idea of auto supply shouldn’t be new to the trade, now we have created a consumer-first subscription service that mixes comfort and financial savings with partaking experiences. With Spark Auto Supply, we’re enhancing our buyer’s journey from product discovery to supply by incorporating personalised parts and interactions designed only for them.”
Severely? “Shopper-first subscription service?” Have they gone to the Amazon web site these days or did they block their URL so their workers don’t head over and store on Amazon? A easy have a look at Amazon’s web site exhibits the choice to make a one-time buy or “subscribe and save” identical to what The Vitamin Shoppe is implementing. That is nothing new within the sports activities vitamin market, so if anybody over at The Vitamin Shoppe is that this far behind on traits, they need to most likely look to rent somebody new for the place.
The Chief Technique Officer for Liquid Company (who The Vitamin Shoppe is working with on this initiative) got here out and mentioned one thing nearly as hilarious because the man from The Vitamin Shoppe when he mentioned, “In a world the place Amazon is difficult the retail norms, we employed ‘Silicon Valley Pondering’ to design a subscription service expertise… that different retailers merely can’t replicate by leveraging model equities which might be distinctive solely to The Vitamin Shoppe and their clients.” When you might see me proper now, I appear to be a unicorn from banging my head in opposition to my desk.
How does this “new” subscription service work?
Whereas the article I learn didn’t say a lot of how the service truly works, I made a decision to do some digging by myself and determine the way it was arrange. From what I can inform, it’s as in the event that they took Amazon’s subscription service mannequin and added the flexibility to teach the patron on the way to attain their targets. In essence, they created the next equation: Amazon + Bodybuilding.com = Spark Auto Supply. They declare you’re going to get one of the best value assured (which everybody says as of late), the flexibility to save lots of 10%, acquire wholesome awards factors, get free transport, after which obtain a free pattern field 4 instances all year long that can include some new and sizzling merchandise to strive (that half is definitely fairly cool).
The Spark Auto Supply program is completely free and has no contracts or month-to-month charges which makes it good in the event you plan on buying a number of dietary supplements all year long. They declare you’ll find 1,000’s of your favourite merchandise from classes reminiscent of bars, nutritional vitamins, protein, probiotics, omega fatty acids, herbs and homeopathy, meal replacements, and hand and physique care.
Whereas I wouldn’t contemplate this new service and know-how a recreation changer, it’s good to see The Vitamin Shoppe isn’t going to easily roll over and die now that Amazon has are available and just about scooped up shoppers within the sports activities vitamin market. Do I believe this is sufficient to win again their misplaced gross sales and shoppers who jumped ship? Possibly. I’m positive a few of their loyal clients will enterprise again and benefit from the offers.
Nevertheless, Amazon is Amazon. It’s the place you go for something and every part. Whereas it’s nice that you should utilize Spark Auto Supply with The Vitamin Shoppe for all your complement wants, it’s an additional web site you’ll want to store at in the event you have been shopping for extra than simply dietary supplements on-line. For example, individuals like the benefit of going to Amazon and shopping for all of their necessities, house merchandise, toys for the youngsters, meals for his or her pets, in addition to their dietary supplements. They’d have to go enroll in one other program in the event that they wished to make use of Spark Auto Supply. Personally, I don’t assume many individuals will break the behavior of simply having every part they want coming from one supply. It’s ease and comfort.
Spark Auto Supply, whereas I believe it’s going to assist The Vitamin Shoppe gross sales, it’s too little, too late for my part. They sat again and have been complacent and allowed Amazon to swoop in and steal their enterprise proper from underneath their nostril. Now they’re making an attempt to play offense after they don’t even have the ball.
1.) Menayang, Adi. “The Vitamin Shoppe Ups Competitors in Digital Area with Launch of Spark Auto Supply.” NutraIngredients-USA.com, 16 Aug. 2017.
2.) Vitamin Shoppe web site: https://www.vitaminshoppe.com/lp/auto-delivery