GNC Meets Customers’ Digital Needs and Finds Opportunity in a Crisis

GNC started with a simple storefront in Pittsburgh, Pennsylvania, in 1935. Now, with more than 4,800 locations in the U.S. and Canada, GNC has become a global wellness brand that prides itself on meeting the growing and fast-changing needs of its customers. Like many other retail businesses at the onset of COVID-19 about two years ago, GNC experienced sudden declines in store traffic and was hampered by having to shift customer service representatives to remote work. Additionally, the company saw a welcome but challenging increase in digital orders—four times the traffic compared to pre-COVID. Health and wellness products were suddenly in high demand, and loyal as well as new customers turned to a trusted brand.

At GNC, the pandemic didn’t slow down expectations for great service and an exceptional experience. Key to the company sustaining quality service was insightful, actionable customer data to make good decisions. Consolidated web data through Verint^® Experience Management helped a cross-functional triage team discover and remedy digital issues as they occurred during increased website traffic during the COVID-19 pandemic—and integrated eCommerce feedback from Verint with GNC’s Salesforce instance helped engagement teams close the loop with customers.