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GNC case study

Inside the clienteling pilot that brought GNC’s wellness coaches online and converted 24% of shoppers

GNC has long been known for the expert guidance of its in-store wellness coaches. This clienteling case study follows how GNC partnered with Tulip to bring that same personalized advice to its online shoppers.

Health & Wellness
Tulip Clienteling
Online Assisted Selling
5 min read
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The results at a glance

35k

online clienteling interactions per week

43%

open rate on 1:1 coach emails

24%

online widget conversion rate

01

About GNC

GNC is a leading vitamin and wellness brand, long recognized for its extensive range of nutritional supplements and health products. With a widespread network of stores across the United States, GNC has earned a reputation for expert guidance through its in-store wellness coaches. These coaches play a pivotal role in GNC’s mission to empower customers to live healthier lives, offering personalized advice and recommending high-quality products tailored to individual needs.

02

The Challenge

Bringing in-store expertise to online shoppers

GNC’s wellness coaches have always been the heart of the customer experience, and their ability to connect with customers and give tailored advice is what set GNC apart. As the demand for virtual shopping increased, GNC recognized an urgent need to bridge the gap between expertise offered in store and the online customer experience.

  • Replicating trusted relationships online. The bond between customers and their wellness coaches was built face to face. It needed to be just as engaging in a virtual environment.
  • One experience, in store or online. Customers needed to feel the same level of trust and care wherever they shopped, so the website had to feel as personal as a store visit.
  • More than just online engagement. The solution also had to drive sales by drawing on the deep product knowledge and personalized service customers had come to expect in store.

The question was clear: how do you keep the personal touch and expert guidance of the store in an online setting?

03

The Solution

A clienteling pilot that brought the store experience online

  • Proactive follow-up. Coaches followed up with customers at the right time to understand how their routines were working and whether they needed to be adjusted or refreshed.
  • Personalized messages and email campaigns. Coaches kept customers informed about new products, promotions, and health tips while building stronger, more meaningful relationships.
  • Task management. Tasks helped coaches manage customer interactions efficiently and follow up on time.
  • Virtual storefronts. Each coach showcased recommended products, offering tailored advice, and engaging customers online in a way that mirrored in-store interactions.
43%

open rate on 1:1 emails

Coaches quickly embraced the Tulip platform as a way to extend their reach and keep building relationships with customers, without needing to meet face to face.

Following the pilot’s success, GNC expanded the program to all of its stores nationwide. The expansion included enhancements to the virtual shopping experience, improved clienteling capabilities, and ongoing training so coaches could get the most from the platform.

04

The Results

35k online interactions every week, and relationships that keep growing

The pilot changed the way GNC interacted with its customers and became an online advantage for the brand. GNC was able to retain loyal customers, while attracting new ones, without relying on in-person interactions to drive business.

  • 35k online clienteling interactions per week. GNC's wellness coaches now connect with customers online 35k times every week, through messages, emails, and virtual storefronts.
  • 43% open rate on 1:1 emails. One-to-one emails from coaches earned a 43% open rate. Across the program, coaches sent more than 2.5 million emails to maintain engagement and drive repeat business.
  • 24% widget conversion rate. Online shoppers who received advice from a coach made a purchase, converting at a rate of 24%.

Tulip Clienteling: the experience behind the numbers

A 360° customer profile, in the associate’s hand

Outreach tools built for the store floor

The associate continuing the relationship in person

What these results mean for retail leaders considering clienteling

Relationship capital is real, and it is easy to lose. Left on the store floor, the customer relationship pauses the moment the customer walks out. Carried across channels, it keeps growing, whether the customer is in store or online.

Every retail leader weighing online clienteling lands on some version of the same hesitation: our experts can’t do online what they do in person. GNC proved otherwise. Not by building a new team of experts, but by giving the coaches it already had the reach to follow up, recommend, and advise wherever customers shop. Customers received the same personalized care in every channel, and the relationships grew stronger for it. Tulip Clienteling is the system that powers relationships like these.

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See what Tulip Clienteling can do for your conversion rate

Your growth strategy is already in your customer list. Tulip gives your associates the system to act on it.

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