Health and wellness brand GNC is looking to make reordering a breeze with the launch of hands-free, voice-activated ordering via Amazon Alexa voice-enabled devices.
Users will be able to link their GNC accounts during the GNC Skill setup on their Amazon device or in the Amazon Alexa app on mobile devices. The skill will let GNC.com account holders repurchase products from their three most recent orders. Users who have Auto-Deliver & Save (ADAS) subscriptions with GNC also will be able to modify their subscriptions, including pause, skip, cancel, change send dates, send immediately, remove an item and increase or decrease frequency at the item or subscription level.
“Debuting this new feature allows us to deliver on our commitment to offer customers personalized solutions,” said Daniel Frattaroli, Director of Ecommerce at GNC in a statement. “We’re enhancing the overall customer experience by seamlessly fitting into our customers’ busy lives and daily routines to ultimately encourage healthy habits and help customers on their journey to Live Well.”
Despite widespread adoption of voice-enabled devices like Amazon’s Alexa, shopping via voice assistants has yet to really take off with consumers. While eMarketer projects that 47% of the U.S. population will use voice assistants like Siri or Alexa at least once a month in 2022, just over one-quarter (26.8%) of smart speaker users ages 14 and older made a purchase via the device in 2021, accounting for just 11.5% of the total population of digital buyers in the U.S.
“This is a technology that has a ton of promise, but it just hasn’t hit performance yet,” said Matt Maher, Futurist and Founder of M7 Innovations in Retail TouchPoints’ recent Ecommerce Tech Guide. “The trust just isn’t there. Especially without a screen, it’s hard to do the full end-to-end transaction and the financial piece. People want to see what they’re buying.”
For this reason, the biggest area of opportunity for retailers to expand into voice commerce at the moment appears to be with very specific, narrowly defined “skills” such as the one GNC has rolled out. The new GNC skill is focused on enabling reorders of products a customer already knows they like and want, as opposed to targeting discovery-based shopping journeys (think “find me green sweaters”).
Take a deep dive into the new tech, like voice assistants, that retailers are using to ramp up their ecommerce experience in our recent tech guide: Dissecting Advanced Ecommerce Tools: 3D Imagery, Visual Search and Headless Commerce.