What Happens When You Embrace Change? Everything!

One of the things I love most about product marketing is learning A to Z about our customers and their businesses. What are their pain points? Where are their opportunities? How do they envision their future?

Each company is unique, but they all have one thing in common: they all want to change. They come to us because their old way of operating no longer works. COVID forced this reckoning on millions of retailers last year as businesses scrambled to stay afloat during lockdowns. I have one such story about a company that reached out to us for help, a legacy business that could have clung to its outdated processes and limped along. It could have – but it chose not to.

GNC, the vitamin and supplement seller that has long had a brick-and-mortar presence inside malls, hit a crossroads in 2020. Last June, the company filed for bankruptcy amidst the turbulence of COVID and announced plans to shutter hundreds of stores. But the pandemic alone wasn’t to blame. For years, the company’s antiquated technology systems kept it trailing behind competitors as e-commerce exploded.

“We weren’t modern enough, and we were spending just enough to keep the lights on,” said Scott Saeger, Chief Information Officer at GNC.

Those are some strong, honest words, and I love that Scott said that. Because once you admit to the problem, you’re ready to tackle it full force. This is the moment when you ignite and invite transformation.

Let’s look at GNC now. The company is under new ownership and hyper-focused on understanding customers. By using Microsoft Dynamics 365 and Azure to harness data across its entire organization, GNC eliminated data silos where information collects in different systems that don’t talk to each other. This allows salespeople to see store inventory immediately and creates seamless customer experiences across multiple channels.

Our technology also helped GNC?launch initiatives like curbside pickup, same-day delivery and online sales – all vital in these times. And we’re helping GNC build a best-in-class supply chain for its warehouse and inventory management.

There’s more good news. GNC recently announced a strong balance sheet and a partnership with Walmart to sell its products in 4,000 of its stores.

“Technology can be the catalyst for a lot of exciting changes,” Scott Saeger told us.

All you’ve got to do is embrace it.