GNC Holdings Inc., a vitamin and supplement brand and retailer, will shutter all doors on December 28 and reopen on December 29 with a new image and mindset that does away with its membership pricing tiers. The new “One New GNC” means the company will offer a single price both in-store and online, replacing multiple pricing structures across channels and membership levels.
A new loyalty program named My GNC Rewards is designed to give consumers an incentive to shop GNC. The program will be supported by the launch of a new GNC mobile app available by December 28.
Additionally, new POS terminals will be rolled out across the chain, while associates will be equipped with tablets to support training on products and helping customers.
“As we said on our last conference call, we’re making these investments because we believe in this business, its future and our ability to return to growth and deliver shareholder value,” said Robert F. Moran, interim CEO, GNC. “The New GNC leaves the old, broken model behind. We’re confident it will have a positive impact on the business, but it will take time for the changes to take hold and translate to improved financial results.”
Moran said the company is also introducing new brands and products throughout 2017, while making changes to its supply chain to help ensure products are in stock.
The New GNC will launch in all 4,464 U.S. owned and franchised locations.
