At a time when retail landscapes are rapidly evolving, Andrew Laudato, the Chief Operating Officer at The Vitamin Shoppe, emphasized the advantages of an omnichannel strategy. He effectively countered the misconception that various shopping channels might inadvertently compete against one another.
“Customers who engage with multiple channels are, in fact, our most valuable patrons,” Laudato stated. “We want our customers to shop in a manner that suits them—whether that’s how, when, or where they choose to shop. A single customer may prefer different channels at different stages of their journey.”
The Vitamin Shoppe has crafted a comprehensive retail ecosystem tailored to accommodate diverse stages in the consumer journey. For example, someone embarking on a new fitness program might first visit a physical location to get customized advice from in-house “health enthusiasts.” Once they develop their routine, that individual might transition to subscription-based refills or online shopping for convenience.
This adaptable approach mirrors broader trends in consumer behavior, as shoppers increasingly desire seamless transitions between physical stores and online platforms.
At The Vitamin Shoppe, customers have access to a variety of purchasing options, including traditional in-store shopping, in-store ship-to-home services, online shopping at vitaminshoppe.com with in-store pickup, same-day delivery through DoorDash, and the ability to order at one store and pick up at another—acknowledging that all stores may not carry the same items.
With around 650 retail locations across the United States, The Vitamin Shoppe increasingly regards its stores not merely as retail spaces but as distribution hubs that can compete with larger e-commerce giants.
“By viewing each store as a distribution point, we cover the U.S. effectively,” he explained.
The company’s BOSS (Buy Online, Ship from Store) initiative enables fulfilling online orders from existing inventory in stores when distribution centers lack stock, positioning The Vitamin Shoppe to compete more directly with Amazon by shortening delivery times.
“We pride ourselves on being able to outpace Amazon,” he remarked.
Additionally, The Vitamin Shoppe extends its reach beyond its own stores by selling products on Amazon, while its private brands are accessible via the Instacart app, Uber Eats, and DoorDash.
“We’ve explored every conceivable way to create a truly omnichannel experience. Omnichannel means a multitude of options, each unique to the individual customer’s needs at any given time,” said Laudato.
AI Investments Across Operations, Stores, and Customer Experience
Artificial intelligence is playing an increasingly pivotal role within the organization, enhancing everything from internal efficiency to customer service tools.
On a corporate level, productivity among employees has improved thanks to the implementation of Microsoft Copilot, according to Laudato, who noted that AI is also being integrated into analytics and inventory management through machine learning advancements.
As highlighted recently by NutraIngredients, The Vitamin Shoppe has initiated trials with AI-driven customer engagement tools. A prominent example is the “Shop Advisor” program located in a New York City store, where customers can interact with a touchscreen to receive personalized product recommendations and educational information.
The company aims to broaden this capability by equipping store associates with AI-enhanced tools on iPads, ensuring a human presence remains central to the experience.
“At The Vitamin Shoppe, we invest considerable time, effort, and resources in training our health enthusiasts about products and knowledge. Given the rapid changes in this industry, it’s challenging for even one person to stay fully informed. We do a commendable job, but AI will accelerate our ability to provide health enthusiasts with instant access to information, allowing them to blend that data with their expertise to guide customers effectively,” explained Laudato.
The Future: Personalized Health and Agentic Commerce
Looking ahead, Laudato expresses optimism regarding the industry’s future, noting that people are becoming increasingly proactive about their health, a trend that he expects to continue.
“Our entire industry is on a positive trajectory,” he remarked. “I genuinely appreciate the concept of ‘healthspan’—not merely living longer, but living better for a longer time. With greater access to information, consumers are becoming increasingly knowledgeable. They’ve already made great strides, but this trend will persist, leading to ongoing innovations in products, which makes it an exciting time for everyone involved.”
In five to ten years, Laudato anticipates the rise of agentic commerce. “I envision a future where individuals have their own AI agents. For retailers, this underscores the importance of ensuring that your content is properly syndicated… I believe agentic AI will become a standard aspect of our lives, and I’m personally enthusiastic about that prospect.”
Watch the video for the complete interview.
