An online search for wellness.

With over 5,000 retail stores, GNC is one of the world’s largest retailers of nutritional supplements. With this presence, it’s important the GNC Web site be an integral part of the consumer experience.

When GNC retained Brady Communications to develop a new Web site, we first recognized their consumers’ need for information. Research showed us that their Web visitors were not only bargain hunters, but also information seekers. We quickly realized the opportunity for GNC to take a leadership position in providing wellness and product information online.

To accomplish this goal, we needed a robust content management system. Off-the-shelf software solutions were expensive and did not meet the specific needs of the site. Brady Communications developed a custom administration system that allowed GNC to develop new and deeper content on a variety of health conditions and relate this content to specific products. The result was easy-to-find content with a high degree of relevancy.

In conjunction, we re-branded the site and designed a user experience consistent with the retail shopping experience and other customer touchpoints. As customers have come to rely on GNC as a source for information, site traffic has increased 308 percent in two years.

Contextual Marketing: Win, Win

The site contains over 9,000 pages of clearly organized health and product information. Articles about specific health categories are integrated with related GNC products through an administrated database. This contextual marketing helps GNC meet their users’ need for information while effectively promoting their products.

Results Add Up

The re-launch increased site traffic by 308% in two years. GNC’s position as a source of health and wellness information is greatly strengthening as users now have an overall experience that makes health information useful, accessible and enjoyable.

Keeping Content Fresh

A custom content management system allows GNC to manage nearly all of the web site content, including a database of 1,200 GNC products, health articles, images, press releases and more.

Across the Board

To keep communications consistent, the database of product information is available to GNC's customer service department.

Custom Advertising

A library of product-specific banner ads includes an administration feature. At any time GNC can select the products they want to promote online and in one easy step the designated ads will rotate throughout the site.