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 diet 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 Know-how Officer for The Vitamin Shoppe mentioned, “Whereas the idea of auto supply will not be new to the business, now we 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.”
Severely? “Client-first subscription service?” Have they gone to the Amazon web site recently 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 diet market, so if anybody over at The Vitamin Shoppe is that this far behind on tendencies, 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 virtually 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 Considering’ to design a subscription service expertise… that different retailers merely can not replicate by leveraging model equities which might be distinctive solely to The Vitamin Shoppe and their prospects.” If you happen to may see me proper now, I appear 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 really 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 tips on how to attain their objectives. 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 lately), the flexibility to avoid wasting 10%, accumulate wholesome awards factors, get free delivery, after which obtain a free pattern field 4 occasions all year long that may include some new and sizzling merchandise to attempt (that half is definitely fairly cool).
The Spark Auto Supply program is totally free and has no contracts or month-to-month charges which makes it good in the event you plan on buying lots of dietary supplements all year long. They declare you will discover 1,000’s of your favourite merchandise from classes akin to 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 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 in and just about scooped up shoppers within the sports activities diet 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 should use Spark Auto Supply with The Vitamin Shoppe for all your complement wants, it’s an additional website you might want to store at in the event you have been shopping for extra than simply dietary supplements on-line. As an example, individuals like the benefit of going to Amazon and shopping for all of their necessities, residence merchandise, toys for the children, 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 needed to make use of Spark Auto Supply. Personally, I don’t suppose 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 would 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 attempting 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