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E-commerce

Health retailer taps e-Spirit for engaging content, personalization strategy

Health retailer taps e-Spirit for engaging content, personalization strategyPhoto by istock.com


GNC Holidings Inc., a health and wellness product retailer, is deploying the FirstSpirit Digital Experience Platform from e-Spirit for a more engaging online customer experience.

The technology will also help reduce time to market for the retailer, according to a press release.

FirstSpirit makes it fast and easy for marketers to personalize and publish content, including images and shoppable videos, to all customer touchpoints based on individual interests and preferences. Its integration with the Salesforce Commerce Cloud makes it easy for business users to produce high-quality content-driven commerce on web, mobile and other channels.

The deployment effort comes at a time when online customers are expecting exciting and engaging experiences and brands are upping their game in order to deepen consumer and customer loyalty.

"One of our strategies for competing in today's crowded e-commerce market is to create a seamless, engaging customer experience across web, mobile and other channels that increases customer loyalty," Daniel Frattaroli, GNC's director of e-commerce, said in the release. "We selected the FirstSpirit DXP with hybrid headless CMS as a result of its deep integration with Salesforce Commerce Cloud, its ability to enable our business teams to rapidly create content-driven commerce experiences, and the availability of e-Spirit's AI-driven content personalization engine. e-Spirit's hybrid headless CMS technology will make it easy for our teams to add personalized content to GNC commerce experiences with little to no developer support. With the FirstSpirit CMS and AI technology, we can provide similar engaging personalized experiences our retail customers receive when consulting with our Coaches in GNC stores."



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