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One New GNC QuickShop

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What do customers think about “One New GNC”? Field Agent sent 52 GNC patrons to QuickShop the retailer and share their thoughts about recent changes.

Read more on the blog: http://blog.fieldagent.net/rapid-response-what-customers-think-about-the-one-new-gnc-mystery-shop

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One New GNC QuickShop

  1. 1. “One New GNC” QuickShop 12.29.16 - 12.30.16
  2. 2. 2 What specific changes did you notice in your visit to GNC? 87% 75% 71% 54% 35% 35% 25% 17% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% New Signage New Prices More Knowledgeable/ Helpful Employees One-Price System New Products/ Brands Fewer Out-of-Stocks New Layout New Payment System Tablets Used by Employees One New GNC - Perceived Changes
  3. 3. 3 One New GNC - Agent Photos San Antonio, TX Lansing, MI Minneapolis, MN Greensboro, NC
  4. 4. 4 Compared to the previous Gold Card membership program, what is your attitude toward the new My GNC Rewards program? 0% responded “not very likely” or “not at all likely” My GNC Rewards 51% 21% 9% 17% 2% 0% 10% 20% 30% 40% 50% 60% Much better (i.e. My GNC Rewards is much better) Better A little better Neutral - Neither better nor worse A little worseMuch better 0% responded “worse” or “much worse” *Among those who had at least some knowledge of the previous Gold Card program (n = 47) How Likely are you to participate in the My GNC Rewards program in the future? 77% 13% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Completely likely Very likely Moderately likely
  5. 5. 5 In general, how would you rate the My GNC Rewards program? 60% 26% 12% 2% 0% 10% 20% 30% 40% 50% 60% 70% 5 - Excellent 4 - Above average 3 - Average 2 - Below average 0% responded “1 - Poor” *Among those who had at least some knowledge of the previous Gold Card program (n = 47) My GNC Rewards, cont.
  6. 6. 6 GNC CUSTOMER TESTIMONIALS 21-year-old male, Cranberry Township, PA “I like that the points can be used towards cash back, although I feel like I will likely have to spend more to get the rewards. I like that the prices will remain constant for purchases, regardless of a card or not. I am unsure if I will still get ‘exclusive’ benefits or not.” 21-year-old female, Greensboro, NC “The rewards program seems to be better for the customer. The employees explained that it was free and that the rewards were no longer random but depending on the amount of points the customer had and what they purchased. It was really easy to get.” 25-year-old female, Opelika, AL “It seems like the new program really is benefiting all ranges of customers due to the rewards per dollar. The original rewards program really only seemed to benefit those that spent a lot of money on supplements, thus did not help me a ton due to the types of products I typically purchase. This new program does benefit me which is a wonderful change…Not only was I excited about the new rewards program, but the employees were visibly excited as well.” 27-year-old female, Long Beach, CA “With the Gold Card you paid $15 each year…each time I entered the store my membership expired (and) I had to pay them $15 cash to get my membership discounts and privileges. With the GNC Rewards program you don't have to pay for it at all; it's open to anyone now and that's awesome because sometimes paying for the membership kept me from renewing. I am an avid GNC shopper and have been for years and I'm very glad they've upgraded the membership.” My GNC Rewards, cont.
  7. 7. 7 GNC CUSTOMER TESTIMONIALS 28-year-old female, Rochester, NY “I am excited about the new GNC reward program! I think it is great that they give a free birthday gift and also $5 back after 150 reward points. I am considering purchasing the pro program because I purchase a lot of whey protein. I could benefit from ordering online now and getting free shipping. For $39.99 a year, I think it's a plus to get free samples, coupons, and new products in the mail. Not to mention the insider line. The person I spoke to in GNC said that they give nutritional advice, which is awesome.” 29-year-old male, Kennesaw, GA “I think it's nice for the fact that everyone can take advantage of it now. But at the same time you don't feel that exclusive member part of the experience where you knew that since you had that gold card you were special and getting the best deals compared to non-members. Also, now instead of saving at the register you have to save rewards in order to take advantage of it another day.” 29-year-old female, Valencia, Ca “The employee was beyond knowledgeable (about the rewards program), which was very helpful, but also a little time consuming to listen to all the details. I think my attitude is positive.” 31-year-old female, Union, NJ “I like that with the annual fee I would get free shipping, a customized pro box based on my purchases 3 times a year, and I get to choose my sale days! I love that!” My GNC Rewards, cont.
  8. 8. 8 GNC CUSTOMER TESTIMONIALS 35-year-old male, Norfolk, VA “I think once I start to use it then I might see the benefit of the program, but having been a gold card member and seeing the significant cost savings right away I was more drawn to being a member even with the yearly cost. I am familiar with many points programs so I am not totally against it…and I did notice that prices on a lot of products were brought down even with the removal of the member - nonmember pricing, I have yet to truly see the benefits like you did with the instant savings. I am hopeful though and I am excited about this birthday gift as one of the benefits!” 42-year-old female, Stanhope, NJ “Looking forward to great savings without a yearly fee. I will spend more.” My GNC Rewards, cont. 41-year-old female, Temple, TX “I am happy that it's free now with the option to upgrade to premium. I like that I can choose to get $5 cash back automatically or bank my points. I actually chose to bank my points so that I don't forget to get them by checking email.” 45-year-old female, Greenwood, IN I'm not sure how I feel about it yet. I paid $20 for a two-year membership last year, and while I got my money back in extra savings, I'm not sure how this is going to work. We'll see.
  9. 9. 69% 18% 12% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 5 - Excellent 4 - Above average 3 - Average 2 - Below average 9 In general, how would you rate the “single price” pricing system? 0% responded “1 - Poor” One Price
  10. 10. 10 Compared to the previous pricing system, what is your attitude toward the new “single price” pricing system? The one agent who responded "a little worse": “I think I can speak for a lot of people when you want a better deal immediately instead of having to collect rewards to match what we were paying the whole time.” One Price
  11. 11. 58% 21% 11% 11% 0% 10% 20% 30% 40% 50% 60% 70% 5 - Excellent 4 - Above average 3 - Average 2 - Below average 11 Did an employee at any point use a TABLET COMPUTER to serve you? Tablets What did the employee use the TABLET COMPUTER for? TO ENROLL YOU IN THE MY GNC REWARDS PROGRAM 82% 27% 27% 18% 9% 0% 0% TO ANSWER ONE OR MORE OF YOUR QUESTIONS TO PROCESS YOUR PURCHASE TO EXAMINE YOUR PURCHASE/CUSTOMER HISTORY TO RECOMMEND PRODUCTS TO YOU TO LOOK UP PRODUCT INFORMATION (INCLUDING AVAILABILITY INFO) TO COLLECT INFORMATION FROM YOU (OTHER THAN MY GNC REWARDS PROGRAM) In general, how would you rate employee proficiency on the tablet computer? 79% No Yes 21% Note: Among those who were helped by an employee using a tablet (n = 19) 0% responded “1 - Poor”
  12. 12. 96% 76% 46% 44% 40% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% My GNC Rewards Product Information Purchasing Products Locating GNC Stores Obtaining Recommendations Communicating With GNC 12 How likely are you to use the new GNC mobile app in the future? New App 27% 56% 13% 4% 0% 10% 20% 30% 40% 50% 60% Completely likely Very likely Moderately likely Not very likely What are you likely to use the new GNC mobile app for? Among those who are at least moderately likely to use the app (n = 50) 0% responded "not at all likely"
  13. 13. 13 New App - Screenshot of favorite feature On a 5-star scale, how would you rate the new GNC mobile app? 4 of 5 stars
  14. 14. 14 In general, how would you rate the in-store signage? One New GNC - Overall In general, how would you rate the GNC store overall? 49% 29% 22% 0% 10% 20% 30% 40% 50% 60% 5 - Excellent 4 - Above average 3 - Average 59% 31% 10% 0% 10% 20% 30% 40% 50% 60% 70% 5 - Excellent 4 - Above average 3 - Average 0% responded “1 - Poor” or “2 - Below Average” 0% responded “1 - Poor” or “2 - Below Average”
  15. 15. 15 Compared to the former GNC, how much more or less likely are you to shop at the "new" GNC? One New GNC - Overall, cont. Agent TESTIMONIAL 25-year-old female, Opelika, AL “I LOVE the new single price products and feel that they are more welcoming to all customers and not discriminating against those customers that were not gold members. I can earn rewards at my own pace, and the double point items are exciting. The employees are typically very well informed about products; this paired with excitement about the new program created a wonderful atmosphere in the store. It feels like a different store.” 35% 33% 8% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% Much more likely More likely A little more likely Neutral - Neither more nor less likely 0% responded less likely
  16. 16. 16 Demos 54% 46% Female Male 8% 33% 42% 12% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 18-24 25-34 35-44 45-54 55+ How often do you make purchases at GNC? 2% 15% 77% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% at least once a week at least once every two weeks at least once a month at least once a year SAMPLE SIZE = 52 QUICKSHOpPERS Count of Gender Count of Age Range
  17. 17. 96% 4% Yes No 60% 40% Yes No 17 Demos, cont. Are you a GNC Gold Card member? What do you purchase from GNC? Where do you make GNC purchases? 87% 83% 31% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Vitamins Dietary Supplements Minerals Other 98% 23% 2% 0% 20% 40% 60% 80% 100% 120% In-Store GNC.com GNC Mobile App Have you made or will you make a resolution/commitment to improve your PHYSICAL HEALTH in 2017? SAMPLE SIZE = 52 QUICKSHOpPERS
  18. 18. 18 Locations - 52 GNC Stores

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