A Return to Health

Extreme Makeover: Retail Edition
Along with the new faces in the executive quarters, the Vitacost brand has undergone quite the transformation this year. The company has shifted its focus from viewing itself as an online vitamin retailer to an online health food company that targets health-conscious consumers who are seeking products and information that will help them lead healthier lives. It's done that through the launch of new products and the content sites Wellness Times and Momonomics.

The look and feel of Vitacost's website, including the navigation, was changed in order to make it easier to shop for all the other products that weren't vitamins. While most relaunched websites see a dip conversion in the weeks and months after going live as consumers need some time to get comfortable navigating them, that hasn't been the case for Vitacost. In fact, the retailer's conversion rate went up a little bit when the site was relaunched. That elevated conversion rate has been maintained and continues to trend upwards.

The second phase of Vitacost's brand makeover was a commitment to becoming a thought leader in the health and wellness space. That's where the launch of Wellness Times, a site that features expert-authored editorial content about natural health, and Momonomics, a fun online destination where busy moms can unwind and interact, come into play.

"With our content in general, Vitacost is able to be part of conversations," says Zucker, "which makes us a little bit more credible when someone comes to the site and thinks about buying something. We're not just going to be a fly-by-night company where consumers aren't sure whether they want to give us their credit card. It gives us a little bit of authority."

Increased Role for Mobile, Social Going Forward
Like many retailers, Vitacost realizes that it must have a mobile presence to remain relevant to today's smartphone-wielding consumers. In March, Vitacost launched an enhanced mobile site featuring a fresh design, easier navigation and new e-commerce features, including customer reviews and the ability to use Vitacost Set & Save for automatic redelivery of products, as well as special promotions and coupons exclusively available to mobile shoppers. The relaunched mobile site was designed to make the complete sales cycle easier and faster. And then in May, Vitacost added new features to its iPhone and Android mobile apps, including a barcode scanner that allows for easy price comparisons, shopping lists and the ability to set a "vitamin alarm" to ensure compliance with health regimens.