“Our strategy is to go to our customers, wherever they are and however they want to shop,” said Jeff Hennion, chief marketing officer and ecommerce at GNC, New York.
“In addition, our customers spend a substantial amount of time researching our products, so getting customers the tools to research products, track their regimens and find any of our 5,000 U.S. locations is very important to us,” he said....
Branding Brand powers GNC’s mobile app.
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.
Branding Brand has worked with Timberland and—earlier this year—GNC to turn their mobile visions into reality. Before GNC optimized their mobile website, 10 to 15 percent of their e-commerce traffic came from mobile. Since launching it this summer, there are twice as many visitors using search, and mobile search conversions are up 50 percent.
Because they hasten the purchasing process in a setting where speedy checkout is key, alternative payments have the potential to boost mobile conversion rates, some experts say. That is the goal of Branding Brand, which has begun integrating the PayPal mobile payment mechanism with a variety of clients, GNC being the first out of the gate.
"Our technology makes it easy to automatically bring PayPal Express Checkout into mobile; and up until this point, nobody thought it was possible," says Chris Mason, co-founder of Branding Brand. "For those with PayPal Express Checkout on their e-commerce site, this is a game-changer for increased mobile conversion."
Starwood Hotels & Resorts Worldwide Inc. and GNC Holdings have invited customers to spend money by shopping on company fan pages without ever leaving Facebook.
General Nutrition Centers Inc., aka GNC, uses push notifications in an ingenious manner. It's created a system within its mobile app that customers can program to remind them when to take the supplements and vitamins they've purchased.
In launching a mobile commerce site, General Nutrition Centers Inc., aka GNC, wanted to stand out from the crowd, by offering features and functions other retailers weren't. Its m-commerce technology provider, Branding Brand, had an idea: What if it integrated Google Inc.'s Google Commerce Search service, which offers some unique functionality, with its own mobile commerce platform?
"The velocity of smartphone adoption has made the mobile channel increasingly important for retailers. GNC wanted a flexible solution that would provide the best in e-commerce search while allowing us to develop a unique mobile experience."
GNC is using the mobile medium to advance its multichhanel retail support strategy to provide customers access to its health and nutrition-related products wherever and whenever. Both the mobile app and the site were created by Branding Brand.
The app, built by m-commerce technology vendor Branding Brand, complements the m-commerce site the retailer launched in December. GNC's mobile site was also built by Branding Brand.