dunnhumbyUSA, the world’s leading customer science company, announced today that it has entered into a multi-year contract with GNC Holdings, Inc. (NYSE: GNC), the nation's largest specialty retailer of health and wellness products. After a rigorous selection process, dunnhumbyUSA was chosen to apply its customer centricity solutions across all facets of GNC’s marketing, working closely with GNC to more effectively segment and engage with customers of its more than 6,200 retail outlets and online at GNC.com throughout the United States. This will include personalized communications and offers to shoppers through both online and offline channels.
GNC has long recognized that getting closer to individual shoppers and creating sustained loyalty is key to building its competitive advantage. The retailer began down a path to customer centricity more than a decade ago with the introduction of the GNC Gold Card, which currently engages several million GNC customers. Earlier this year, GNC launched the Member Price Program to offer even more value to Gold Card members, making benefits previously offered one week per month now available to customers every day. Joseph M. Fortunato, GNC’s Chairman of the Board, President, and Chief Executive Officer, said: “Partnering with dunnhumbyUSA represents a significant investment in our direct marketing efforts to be as customized and relevant as possible to every customer on a more personalized level.” Fortunato continued: “The ability to completely understand our customers’ shopping patterns provides GNC the ability to target products and offers that each customer desires for their individual health and wellness needs, as well as complementary products that will add value to them achieving their individual goals. Our end goal is to maintain customers for life by providing them the best supplement brand and products in the world, developed by GNC’s unique Product Development and Scientific Affairs Department.”
“GNC’s customers are not only very dedicated to their personal health and wellness, they are also very enthusiastic about the GNC brand. So for us, delivering relevance is crucial to growing that customer enthusiasm about the GNC brand. We want to keep those customers coming back for more and more, year after year,” said Stuart Aitken, CEO of dunnhumbyUSA.
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