GNC Powers Content-Driven Online Experiences

Jamie Grill-Goodman
Editor in Chief
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GNC Holdings, Inc. is employing new tech to drive engaging customer experiences for its e-commerce business.

Using e-Spirit’s FirstSpirit Digital Experience Platform (DXP) powered by a hybrid headless CMS, the wellness retailer will make it faster and easier for its marketers to personalize and publish content, including images and shoppable videos, to all customer touchpoints based on individual interests and preferences.

"One of our strategies for competing in today's crowded e-commerce market is to create a seamless, engaging customer experience across web, mobile and other channels that increases customer loyalty," Daniel Frattaroli, director of e-commerce, GNC. "We selected the FirstSpirit DXP with hybrid headless CMS as a result of its deep integration with Salesforce Commerce Cloud, its ability to enable our business teams to rapidly create content-driven commerce experiences, and the availability of e-Spirit's AI-driven content personalization engine. e-Spirit's hybrid headless CMS technology will make it easy for our teams to add personalized content to GNC commerce experiences with little to no developer support. With the FirstSpirit CMS and AI technology, we can provide similar engaging personalized experiences our retail customers receive when consulting with our Coaches in GNC stores."

Whether customers are using mobile technologies like cell phones or handheld devices like iPads, they want personalized content that is tailored to their interests, preferences and desired interfaces. FirstSpirit provides strong workflow and collaboration capabilities that make it easy for marketers to create engaging content-driven experiences on any channel. The solution’s AI-powered personalization and predictive analytics deliver unique content that is targeted to specific customer needs which helps reduce time-to-revenue. FirstSpirit is a SaaS-based solution that is easy to use for both non-technical and technical employees, meaning that content can be created and shared quickly and easily. Limited need for IT support and its deep integration with Salesforce Commerce Cloud make it easy for retailers to produce high-quality content-driven commerce on web, mobile and other channels. In today's world, where more people are working remotely, it is critical to have enterprise-class experience management capabilities, deeply integrated with e-commerce platforms, that require minimal developer resources.

"For companies that want their CMS to be tightly integrated with Salesforce Commerce Cloud for delivery of game changing commerce experiences in record time, there is no better solution than FirstSpirit," said Udo Sträßer, Chief Revenue Officer, e-Spirit. "Our DXP with hybrid headless CMS makes it easy for GNC's marketing team to create content that captures the attention of their customers. Reducing implementation time means that GNC will quickly see value in its investment in FirstSpirit and customers will have a better overall experience."