The document presents findings from a mystery shop at GNC, focusing on changes observed during a visit, particularly the transition from the gold card membership to the new 'My GNC Rewards' program. Customer feedback indicates that the new program is perceived as more beneficial, with many appreciating the free membership and ease of earning rewards. Overall, there is a positive reception toward the updated store experience and the use of tablets by employees for improved service.

1. “One New GNC” Mystery Shop
12.29.16 - 12.30.16

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
Changes

3. 3
Compared to the previous Gold Card membership program, what is your attitude toward
the new My GNC Rewards program?
How Likely are you to participate in the
My GNC Rewards program?
77%
13%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Completely likely Very likely Moderately likely
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 worse
*Among those who had at least some knowledge of the previous Gold Card program (n = 47)
0% responded “not very likely” or “not at all likely”
0% responded “worse” or “much worse”
My GNC Rewards

4. 4
In general, how would you rate the following aspects of today’s visit to the GNC store.
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
average0% responded “1 - Poor”
*Among those who had at least some knowledge of the previous Gold Card program (n = 47)
My GNC Rewards, cont.

5. 5
Agent 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. I am excited to be a new member and will
enjoy not feeling left out of a rewards program
because of the types of products I purchase as a
customer. 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 and
each time I entered the store and my membership
expired 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 sometimes. 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.

6. 6
Agent 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 of products. 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.

7. 7
Agent 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
am anxious to see the benefits, 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.

8. 69%
18%
12%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
5 - Excellent 4 - Above
average
3 - Average 2 - Below
average
8
In general, how would you rate the following aspects of today’s visit to the GNC store.
- The “single price” pricing system
0% responded “1 - Poor”
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

9. 58%
21%
11% 11%
0%
10%
20%
30%
40%
50%
60%
70%
5 - Excellent 4 - Above
average
3 - Average 2 - Below
average
9
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 the following aspects of today's visit to the GNC store.
- 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”

10. 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
10
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"
On a 5-star scale, how
would you rate the new
GNC mobile app?
4 of 5 stars

11. 11
In general, how would you rate the following
aspects of today's visit to the GNC store.
- In-store signage
New GNC Overall
In general, how would you rate the following
aspects of today's visit to the GNC store.
- This 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”

12. 12
Compared to the former GNC, how much more or less likely
are you to shop at the "new" GNC?
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

13. 13
Demos
count of gender COUNT OF AGE RANGE
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

14. 96%
4%
Yes No 60%
40%
Yes No
14
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?

15. 15
Locations