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 observe 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 increase 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 stated, “Whereas the idea of auto supply is just not new to the trade, we now have created a consumer-first subscription service that mixes comfort and financial savings with participating experiences. With Spark Auto Supply, we’re enhancing our buyer’s journey from product discovery to supply by incorporating personalised components and interactions designed only for them.”
Critically? “Client-first subscription service?” Have they gone to the Amazon web site recently or did they block their URL so their staff don’t head over and store on Amazon? A easy have a look at Amazon’s web site reveals the choice to make a one-time buy or “subscribe and save” similar 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 in all probability 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 stated one thing virtually as hilarious because the man from The Vitamin Shoppe when he stated, “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 not replicate by leveraging model equities which can be distinctive solely to The Vitamin Shoppe and their prospects.” Should you might see me proper now, I seem like 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 work out 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 coach the buyer on learn how to attain their targets. In essence, they created the next equation: Amazon + Bodybuilding.com = Spark Auto Supply. They declare you’re going to get the most effective value assured (which everybody says nowadays), the flexibility to save lots of 10%, acquire wholesome awards factors, get free transport, after which obtain a free pattern field 4 occasions all year long that may include some new and scorching 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 if you happen to plan on buying loads of dietary supplements all year long. They declare you’ll find 1,000’s of your favourite merchandise from classes corresponding to bars, nutritional vitamins, protein, probiotics, omega fatty acids, herbs and homeopathy, meal replacements, and hand and physique care.
Whereas I wouldn’t take into account this new service and expertise 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 feel this is sufficient to win again their misplaced gross sales and shoppers who jumped ship? Possibly. I’m positive a few of their loyal prospects will enterprise again and benefit from the offers.
Nonetheless, Amazon is Amazon. It’s the place you go for something and all the things. Whereas it’s nice that you need to use Spark Auto Supply with The Vitamin Shoppe for your entire complement wants, it’s an additional website that you must store at if you happen to 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 must 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 all the things they want coming from one supply. It’s ease and comfort.
Spark Auto Supply, whereas I feel it is going to assist The Vitamin Shoppe gross sales, it’s too little, too late in my view. They sat again and have been complacent and allowed Amazon to swoop in and steal their enterprise proper from below their nostril. Now they’re making an attempt to play offense once 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