The Vitamin Shoppe shifts to tech-forward shopping

The novel design and offerings at the retailer's latest New Jersey location will serve as a model for future stores.

Melissa Kvidahl Reilly, Writer/Editor

October 30, 2019

2 Min Read
The Vitamin Shoppe

Visitors to the new Edgewater, New Jersey, location of The Vitamin Shoppe will find something a bit different. Technology acts as the center of the shopping experience, offering new innovations in product, service, and education as well as personalized elements throughout. “Our goal with the Edgewater store was to integrate our newest thinking and leading-edge innovations across technology, design, services and product to create the next generation retail experience at The Vitamin Shoppe,” says CEO Sharon Leite. “Our goal is to simplify and demystify the experience of wellness retail, and our technologies help educate and inspire our customers.”

Shoppers will find on-demand digital product guides for learning about new products, a digital sampling kiosk for trialing new brands, and the store’s Only Me personal health assessment tool, which creates a personal wellness routine and supplement plan delivered to subscribers each month. Plus, the store allows for mobile point-of-sale, which enables staff to engage with shoppers and provide personalized experiences and purchases from anywhere in the store.

vitamin-shoppe-edgewater1.jpgThe design has also been given a refresh with Edison bulb lighting, brass signage, leather trim details and a warm, welcoming color palette. Leite says this location will serve as a model for five new stores planned through January 2020, in addition to informing updates for existing stores.

“As retail continues to evolve, The Vitamin Shoppe’s goal is to be a trusted resource for the best quality, innovation and expertise in the wellness space, whether that’s in our stores, on our website or via our mobile app or through our customer care center,” Leite adds. “We’re doing that by transforming into a customer-centric, omni-channel specialty retailer that offers our customers the products and services that reflect the latest advances in the industry.”

About the Author(s)

Melissa Kvidahl Reilly


Melissa Kvidahl Reilly is a freelance writer and editor with 10 years of experience covering news and trends in the natural, organic and supplement markets. She lives and works in New Jersey.

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