Secaucus, NJ—The Vitamin Shoppe is opening a new innovation store in Edgewater, NJ, according to a press release. The store incorporates technology-driven innovations in product, service, and education into the Vitamin Shoppe experience, while simplifying and modernizing the design and adding personalized elements.

The store features on-demand digital product guides, enhanced mobile POS checkout, an area to take the brand’s Only Me personalized health assessment, a body composition analysis station, and a supplement sampling machine. The store also integrates existing signature merchandise assortments, including CBD Central and Keto HQ, as well as service programs including free nutritionist consultations via the Healthy Awards loyalty program.
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Enhanced checkout includes the Aptos ONE Store Commerce mobile selling app, enabling mobile checkout on iPads. Far from using this to cut down on staff costs, however, the release says that this “empower[s] The Vitamin Shoppe’s Health Enthusiast associates to engage with shoppers, ring transactions, and answer questions throughout the store floor without leaving the customer’s side.”

The Vitamin Shoppe's new innovation store in Edgewater, New Jersey. Photo courtesy of The Vitamin Shoppe.

The Vitamin Shoppe plans to open five new stores with a similar format through January 2020.

Sharon Leite, CEO of The Vitamin Shoppe, said in the release: “Our newly remodeled Edgewater location represents the next generation of stores for The Vitamin Shoppe, and will inform the future direction of our total retail experience. We have taken the elevated aesthetic of a modern apothecary and imbued it with leading-edge technology and services that will simplify and demystify the experience of shopping for health and wellness supplements… The Edgewater store is a great example of our ongoing transformation into an agile, customer-centric company—as well as our continued commitment to helping our customers become their best selves, however they define it.”