The Vitamin Shoppe Boosts Add-to-Cart Rate and Search Revenue With Bloomreach

The Vitamin Shoppe saw its best revenue data in its search performance summaries. For example, a consumer knows exactly what type of protein to purchase, searches for the product directly on The Vitamin Shoppe’s website, and completes the purchase process. If that same customer had walked into one of The Vitamin Shoppe’s over 715 locations, the purchase process likely would have been similar, with the consumer finding the product and checking out without the need of an abundance of assistance from a Health Enthusiast, The Vitamin Shoppe’s in-store representative. 

On the flip side, The Vitamin Shoppe had the most room for growth in its category performance metrics. Customers who are not sure of the exact product they want often land on this page and are browsing products to see which ones fit their specific needs. Rather than searching for “gold standard whey protein” like the original consumer might, this customer might browse the “protein and fitness” page to see which products jump out as being the best fit. 

Had this customer been shopping in person, a Health Enthusiast likely would have provided assistance by learning more about the customer’s personal story and recommending a relevant product. Prior to implementing Bloomreach, The Vitamin Shoppe did not have an intuitive digital platform it was confident could fill in for the Health Enthusiast. 

“What the team and I were really looking for with Bloomreach was improvement with our category pages,” Pircz said. “Our search customers tend to have a strong intent. They know what they want because they have either made their purchase before or done their research. The customer who was learning and browsing, that was the biggest opportunity for us.”