eVitamins Opens Test Retail Store Location in Michigan

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Popular online health and wellness retailer takes its success from e-commerce to physical store location and offers convenience services such as in-store pick-up and free online access.

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"We want to bring the online experience to a physical store location", says eVitamins President Thomas Wick. "We are merging the two."

eVitamins™, a leading online retailer of vitamins, supplements and other health and beauty products, announced today it will open a retail store location in Shelby Township, Michigan in a move aimed to satisfy even more health conscious consumers. The store, located in the Vitale Shopping Plaza, is scheduled to be open by June 28, 2010. The shopping plaza location boasts high foot traffic, with successful and complementary neighbors such as upscale grocer Vince & Joe’s and Level Fitness, a 14,000-square-foot health and fitness club.

With the new store, eVitamins extends their online success to the “brick-and-mortar” business model. "We want to bring the online experience to a physical store location", says eVitamins President Thomas Wick. "We are merging the two."

One advantage Wick highlights is the ability to offer online pricing in the retail store. "According to our research very few of the mass health retailers such as GNC, The Vitamin Shoppe or Vitamin World offer the same pricing in their stores as they do online. We'll be the first,” he says. “This allows us to build a consistent shopping experience whether a customer shops online or offline.”

In addition, eVitamins plans to extend their unique online experience to the physical store by offering an in-store kiosk with direct access to their Web site, an extensive Health Encyclopedia covering over 3,000 health topics and their very active Facebook page. Shoppers have the opportunity to read articles, research health conditions and supplements, discuss and comment on Facebook and sign up for the eVitamins newsletter. There are also plans to offer in-store pickup, which provides online customers the option to pick up their order in the stores.

Wick says eVitamins can effectively compete with other health retailers by maintaining a small store with high sales volume. "While many retailers have the “bigger is better” motto, our strategy is to downsize the scale of the store, thus reducing operating costs while at the same time having the benefit of quicker inventory turns.”

Wick continues, “We are planning to add more stores in high traffic locations, each at 700- to 1,000-square feet."

"Most stores have success in the physical world first and then jump into e-commerce. We're taking what we've learned in the e-commerce space and applying it to the brick-and-mortar model,” Wick points out . “We are very excited to test out new ideas and strategies for our customers."

About eVitamins.com
Founded in 1999 in Shelby Township, Mich., eVitamins is an online health and wellness destination dedicated to offering only the finest vitamins, minerals, herbs, fitness supplements and wellness products at up to 70 percent off retail pricing. Products are hand selected and evaluated by a nutritional consulting staff comprised of doctors, nutritionists, dieticians and certified personal trainers. We separate ourselves from other vitamin stores by truly believing in the vitamin way of life.

Kristin Warner
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