GNC plans to add ship-from-store functionality at more than 400 stores with the aid of ProShip, an automated multi-carrier shipping solution provider. GNC will initially utilize the software at three distribution centers, where the retailer will incorporate its capabilities to improve shipping efficiency and reduce costs.
“At GNC, we focus on delivering high quality, innovative products to our customers, and our current e-Commerce shipping functionality just isn’t scaling to keep up with industry expectations,” said Ryan Ostrom, Chief Brand Officer at GNC in a statement. “The addition of ProShip will provide us with a more robust solution offering an elevated level of distribution efficiency, carrier integrations and quality support, helping us exceed customer expectations.”
The new solution supports GNC’s shift to a more omnichannel-focused strategy. The retailer already is using enVista’s omnichannel order management solution to boost inventory visibility and optimize order orchestration and fulfillment across both stores and warehouses, which will enable BOPIS and ship-from-store capabilities in 2020.
Additionally, the company has tapped Ordergroove and Salesforce Commerce Cloud to enhance its subscription service by letting associates to enroll customers in-store. GNC also is personalizing e-receipts to boost post-sale engagement through software provided by FlexEngage.
GNC’s emphasis on e-Commerce and delivery will help the retailer overcome its brick-and-mortar struggles, which have resulted in the closure of up to 900 stores. The retailer is working on optimizing its store count by trimming underperforming locations, many of which are located in malls.