The Vitamin Shoppe Adds Omnichannel Subscription Services

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

The Vitamin Shoppe has introduced a platform for driving repeat purchasing behavior via omnichannel subscription enrollment. These capabilities will expand delivery of a customer-first shopping experience throughout its more than 775 retail stores and online. 

The Vitamin Shoppe launched SPARK Auto Delivery, a subscription program that delivers a new level of convenience, delivery flexibility and exclusive benefits as part of its Healthy Awards loyalty program. SPARK Auto Delivery is amplified through OrderGroove's technology. OrderGroove's platform enables The Vitamin Shoppe to manage subscribers and enroll new ones at the in-store POS. 

“OrderGroove is helping us activate valuable customer data in our CRM, e-commerce and POS platforms to create increased loyalty and engagement through customers enrolled in the SPARK program,” said John Hnanicek, SVP and chief customer innovation & technology officer at The Vitamin Shoppe. “On top of a highly reliable and scalable platform for managing ongoing customer relationships and the complexities that come alongside ‘tomorrow’s order’, OrderGroove also offers unique expertise and data-driven insights on how to drive habitual customer buying behavior through innovative customer experiences.”

The Vitamin Shoppe uses the new platform to include enrollment on an omnichannel basis - from a store, via mobile or online – including the ability to:

  • Sign up for subscriptions at any of their 775 stores via the POS system
  • Enroll and receive personalized offers through the “VShoppe” mobile application
  • Experience a unified subscription management experience via SMS as well as online at
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