The Vitamin Shoppe Goes Live with Revamped Loyalty Program

Tim Denman
Editor in Chief
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The Vitamin Shoppe new and improved Healthy Awards loyalty program launched nationwide after a successful pilot. Healthy Awards now offers all members greater earning potential, more exclusive benefits, and flexible rewards.

"The customer relationship is the cornerstone of The Vitamin Shoppe's reinvention,” said Sharon Leite, CEO, The Vitamin Shoppe. “With over 90 percent of the company's sales coming from Healthy Awards members, we are delighted to launch our new loyalty program as the first step in having a much more meaningful relationship with our customers."

The new loyalty program is made up of three levels of points-earning power, enabling customers to earn awards up to 50 percent faster as they move from Bronze to Silver and Gold levels based on their annual spend. The program provides more flexibility for active members, including points that do not expire. Additionally, members can choose when to redeem awards. After making a purchase and earning points, they are given the option to have awards issued automatically or accumulate points for a larger Award. 

All Healthy Awards members earn a $5 award with every 125 points, and can easily redeem awards online, in-store, or on-the-spot with the VShoppe app. Program features include:

  • Access to in-store wellness coaches
  • Birthday surprise
  • Consultations with certified nutritionists to develop a personalized plan
  • Bonus points promotions
  • Choose your own sale days
  • Access to an exclusive Facebook group

"We took a completely fresh look at how we could have a greater understanding of our customers' needs by personalizing and enhancing our loyalty program," said Stacey Renfro, EVP and chief customer and digital officer, The Vitamin Shoppe. "We are inspired by our customers, and are committed to finding ways to celebrate the incredible strides they make toward their goals."