Marketing strategy

Inside The Vitamin Shoppe’s Updated Marketing Strategy

This episode was recorded at CRMC 2022 in Chicago.

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

Additionally, Guglielmetti discusses how buyer data feeds into its rewards program customer experience (7:34) and the role technology plays in collecting, managing, analyzing, and executing. data marketing (9:21). Finally, she explains how The Vitamin Shoppe is using SMS marketing and the growth opportunities she sees for the channel (12:07), and the top trends she’s following to impact the marketing strategy of the organization throughout 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 is data-driven, action-oriented and forward-looking with a passion for innovation by leveraging emerging technologies that challenge the status quo. Guglielmetti is multilingual with a global perspective and strong business acumen. The brand experience includes B-to-B and B-to-C, including Target, Skype, Microsoft, CVS, Unilever, L’Oréal, Estee Lauder, Timex, Bottega Veneta, Zegna, Pfizer and more.