The Vitamin Shoppe has opened an innovation store in New York City, its first location to introduce an AI-powered tool which aims to provide customers a more personalized experience.

Shoppe Advisor is accessible via touchscreen and provides customers with detailed product information, including articles and videos that can be searched by brand, health goal, and wellness trend.

The tool also enables real-time inventory checks across both in-store and online channels.

Jim Abbatemarco, EVP and chief retail officer of The Vitamin Shoppe, said the location was chosen to complement New York City’s busiest retail corridors, surrounded by gyms, activewear stores, spas, and smoothie shops.

“With our expansive assortment and the personalized support of our expert Health Enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop for their health and wellness essentials,” Abbatemarco said.

The Vitamin Shoppe is an omnichannel retail company that offers a selection of vitamins, supplements, sports nutrition, herbs, functional foods and snacks, and energy drinks.

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