Inside The Vitamin Shoppe’s Refreshed Marketing Strategy

This episode was recorded at CRMC 2022 in Chicago.

In episode 358 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Nadina Guglielmetti, vice president and general manager of marketing at The Vitamin Shoppe, a vitamin and supplement retailer. Guglielmetti discusses the impact of The Vitamin Shoppe’s recent brand refresh on its marketing strategy (0:51) and how the COVID-19 pandemic changed customer expectations for the retailer (2:20). She shares how her team kept pace with the surge in demand for health content from the retailer during the pandemic (4:23) as well as what makes The Vitamin Shoppe’s revamped Healthy Awards loyalty program valuable for customers (6:11).

Furthermore, Guglielmetti discusses how shopper data factors into its rewards program customer experience (7:34) and the role technology plays in data collection, management, analysis and marketing execution (9:21). Lastly, she shares how The Vitamin Shoppe is utilizing SMS marketing and the growth opportunities she sees for the channel (12:07), and the top trends she’s tracking to impact the organization’s marketing strategy through the rest of the year (14:13).

Nadina Guglielmetti is an experienced marketing, brand and digital expert with a proven track record of building brands and delivering experiences that result in customer growth, retention, loyalty and revenue. She’s data-driven, action-oriented and future-focused with a passion for innovation leveraging emerging technologies that challenge the status quo. Guglielmetti is multilingual with global perspective and business acumen. Brand experience includes B-to-B and B-to-C, including Target, Skype, Microsoft, CVS, Unilever, L’Oreal, Estee Lauder, Timex, Bottega Veneta, Zegna, Pfizer and more.