The Vitamin Shoppe and OrderGroove Bring Subscription Services to 700+ Retail Stores Nationwide

Omnichannel, wellness retailer among the first to utilize OrderGroove’s innovative POS-enabled solutions to deliver a customer-first experience in stores and online


NEW YORK, Dec. 07, 2017 (GLOBE NEWSWIRE) -- OrderGroove, the leader in Relationship Commerce, today announced its platform for driving repeat purchasing behavior via online and in-store subscription enrollment has been deployed by The Vitamin Shoppe (NYSE:VSI). The Vitamin Shoppe has introduced these innovative capabilities to expand delivery of an enhanced, customer-first shopping experience throughout its more than 775 retail stores and online. 

“Subscription programs have already been shown to drive repeat purchasing behavior and higher annual spend online, but eCommerce sales are still only 11 percent of overall shopping in the U.S.,” said Greg Alvo, CEO of OrderGroove. “By enabling Relationship Commerce programs across all channels, we have made it possible for every sales associate to cultivate closer customer relationships with subscription offers right in the store, helping brick-and-mortar retailers build relationships with 10x more potential customers. Often these associates know their customers well, and a relationship is already in place.  We’re there to maximize the value of that relationship by removing unnecessary friction, driving share of wallet and leveraging the most differentiated assets that brick-and-mortar retailers own today.”

The Vitamin Shoppe, with more than 775 stores nationwide, recently launched SPARK Auto DeliveryTM, a best-in-class subscription program that delivers a new level of convenience, delivery flexibility and exclusive benefits as part of its Healthy Awards® loyalty program. The Vitamin Shoppe recognized the opportunity to move its business from episodic transactions to ongoing customer relationships and launched an omnichannel subscription program that amplified its core brand promise - a dedication to helping individuals fulfill their health and wellness needs.

To support this effort, the Vitamin Shoppe uses OrderGroove’s platform to include enrollment and management of the SPARK relationship on an omnichannel basis - from a store, via mobile or online – including the ability to:

  • Sign up for subscriptions at any of their 775 stores via the POS system
  • Enroll and receive personalized offers through the “VShoppe” mobile application
  • Experience a unified subscription management experience via SMS as well as online at

“OrderGroove is helping us activate valuable customer data in our CRM, eCommerce and POS platforms to create increased loyalty and engagement through customers enrolled in the SPARK program,” said John Hnanicek, Senior Vice President and Chief Customer Innovation & Technology Officer at The Vitamin Shoppe. “On top of a highly reliable and scalable platform for managing ongoing customer relationships and the complexities that come alongside ‘tomorrow’s order’, OrderGroove also offers unique expertise and data-driven insights on how to drive habitual customer buying behavior through innovative customer experiences.”

Breakthroughs enabled by OrderGroove’s platform make the subscriber’s commitment to an ongoing relationship both easy and reassuring, offering a best price guarantee along with surprise and delight elements that optimize ongoing customer engagement in the program.

OrderGroove technology helps brands and retailers become indispensable to their customers’ lives by powering frictionless order, reorder and subscription experiences. The OrderGroove platform seamlessly integrates with existing POS, CRM and eCommerce platforms, supporting a wide range of tailored programs for cultivating profitable, long-term customer relationships.

Learn more about OrderGroove's in-store subscription capabilities.

About OrderGroove
OrderGroove helps big brands and omnichannel retailers practice and achieve Relationship Commerce -  shifting consumer interactions from one-and-done transactions to long-term, highly-profitable relationships. The company’s unique combination of powerful technology, proprietary data and analytics and unique expertise helps brands like Walmart, PetSmart, L’Oréal, Nestlé and The Vitamin Shoppe make the move from product centricity to customer centricity—making their businesses indispensable to the consumers they serve. OrderGroove is headquartered in New York and has raised $40 million in investment funding from institutional investors including National Securities, Lerer Hippeau Ventures, SWaN & Legend Ventures, Western Technology Investment, Silicon Valley Bank, FYRFLY Ventures, Bee Partners and Stage One Capital. For more information visit

About The Vitamin Shoppe, Inc. (NYSE:VSI)
The Vitamin Shoppe is an omni-channel, specialty retailer and contract manufacturer of nutritional products based in Secaucus, New Jersey.  In its stores and on its website, the Company carries a comprehensive retail assortment including: vitamins, minerals, specialty supplements, herbs, sports nutrition, homeopathic remedies, green living products, and natural beauty aids.  In addition to offering products from approximately 900 national brands, the Vitamin Shoppe also carries products under The Vitamin Shoppe®, BodyTech®, True Athlete®, MyTrition®, plnt®, ProBioCare®, Next Step® and Betancourt Nutrition® brands.  The Vitamin Shoppe conducts business through more than 775 company-operated retail stores under The Vitamin Shoppe and Super Supplements retail banners, and through its website,

Media contact:
Adiya Taylor