Last year’s website redesign produces mixed results.
The retailer has redesigned the app and added three new sections.
Vitamin and supplement multichannel retailer GNC Holdings Inc. has completely revamped its iPhone app, creating a new design and new informational sections. It also has debuted a version of the app for mobile devices running Google Inc.’s Android operating system. GNC introduced its iPhone app in March 2011; consumers have downloaded the app 100,000 times, GNC reports.
“We are excited to further extend the GNC store experience by launching a new version of our application and introducing it to new users,” says Jeff Hennion, chief marketing and e-commerce officer at GNC. “To make sure that we were meeting our customers’ needs, their feedback played heavily into the redesign. In addition to including even more mobile commerce features, we made sure to include health and wellness resources that can be accessed from wherever their active lives take them.”
The main menu of the m-commerce app, built by mobile technology vendor Branding Brand, is now organized with nine, large, thumb-friendly buttons designed to get shoppers quickly to the products or information they seek. Buttons include Shop, Scan, Deal of the Day, Ratings & Reviews, Gold Card, Reminders, GNC Way, Health Center and Clearance. A site search box sits atop the buttons.
GNC has added three new sections to the app. The first is Health Center, which provides access to research by ingredient, health concern, lifestyle or goals to help customers discover which supplements are the best fit for their specific needs.
The second new section is GNC Who Are You. This guide shares information about how various parts of the human body function and the GNC products designed to help them perform best. The third new addition is a Clearance Aisle.
GNC, No. 57 in the Internet Retailer Mobile Commerce Top 300, has more than 7,600 locations, 5,900 in the U.S.