In episode 459 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brett Herskowitz, senior manager of loyalty at The Vitamin Shoppe, the global, omnichannel specialty retailer and wellness lifestyle company. Listen in as Herskowitz provides an overview of The Vitamin Shoppe's revamped loyalty program, Healthy Awards (1:20), the factors that influenced the new program setup and offerings (3:50), acquisition efforts (6:20), and keeping members engaged (11:25).

In addition, Herskowitz discusses how the Healthy Awards loyalty program collects and utilizes zero-party data to create personalized offerings (14:40), efforts to continually improve the loyalty program (17:25), and how The Vitamin Shoppe is differentiating itself from the competition (20:05).

This episode was recorded at CRMC 2024 in Chicago.