GNC, the 87-year-old vitamin and dietary supplement company, announced Tuesday it would be offering its loyalty customers a free supplemental healthcare service. GNC Health is now available exclusively to GNC PRO Access members.
A membership to this loyalty program costs $39.99 a year, and the healthcare service includes telehealth appointments for urgent and personal health needs as well as access to generic versions of most urgent care and personal healthcare medications.
“As a trusted brand in the health and wellness space, we’re thrilled to expand our efforts in helping our customers Live Well by offering free healthcare services to give them the care they need,” said Allison Bentley, GNC’s senior director of strategic initiatives, in a press release. “We recognize the benefits of free supplemental healthcare services through GNC Health will add significant value to our loyalty members who are seeking more convenient access to healthcare offerings that help them Live Well.”
Total Retail’s Take: GNC restructured its loyalty program, saying the changes were part of the brand’s commitment to “consumer-centric experiences.” Two new tiers — silver and gold — give loyal customers the opportunity to level up to these higher tiers for more value and greater perks, according to the company. Furthermore, GNC is seeking to expand upon the benefits of its paid loyalty program, similar to what Amazon has done with Prime. Paid loyalty programs can yield more profitable customer relationships while also providing a steady revenue stream.
Its new healthcare offerings puts GNC on a list with other retailers that have entered the disruptive retail-healthcare space in recent years, including Amazon.com, CVS, Best Buy, Dollar General, Walgreens, Walmart, and Kroger. The convergence of retail and healthcare continues to be a growing trend, with a May report from Definitive Healthcare finding that retail clinic claims volumes are up 200 percent since 2017.
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