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Designing a retail strategy that turns fickle customers into lasting members

The Vitamin Shoppe


  • Retail


  • Business innovation
  • Customer journey map
  • Subscription concept development
  • Concept and ingredient testing
  • Experience prototyping and testing

The Vitamin Shoppe is the leading specialty retailer of vitamins and supplements, but it has seen its market share threatened by the growth of direct competitors like GNC and mass retailers like Amazon. To remain competitive, The Vitamin Shoppe moved forward to create an auto-delivery service that drove repeat purchases. Liquid Agency was called on to design an innovative subscription service that minimized churn and introduced a new customer experience.


Fueled by our insights, we built three opportunity platforms that were used as launchpads for innovating the customer experience. Our team facilitated a Swarm with stakeholders to develop concepts for the subscription service. We tested the top three concepts and key features with consumers to understand which ideas and subscription elements resonated the most.

A unifying and insight-led concept around the idea of “Discovery, delivered” served to guide The Vitamin Shoppe’s SPARK auto-delivery service. The scheduled subscription service not only offered customers doorstep delivery convenience, but also provided subscribers with savings, sample boxes and other benefits. Within the first six months of launch, over 600,000 customers signed up, giving The Vitamin Shoppe new relevance and value.

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