The GNC brand in the UK is part of the NBTY Europe group of companies, which also includes Holland & Barrett in the UK and Ireland, Essenza in Belgium and De Tuinen in the Netherlands. NBTY Europe now operates more than 1,000 retail outlets in the health food sector.
Content will be a key element of the GNC brand’s newly relaunched e-commerce site in the UK, www.gnc.co.uk. There will be a rich mix of editorial content, covering diverse activities from swimming to bodybuilding, and will include expert help and advice with editorial and video content. It will guide customers through their fitness journeys by focusing on core goals, and will encourage them to discover and trial GNC products.
River is now responsible for all content strategy and production for NBTY Europe, and it’s a remit that encompasses content creation and curation across web, email, social media, mobile apps, magazines and in-store within the UK Tim Lawrence, NBTY Europe’s Head of CRM and Loyalty, said: “We continue to be delighted to be working with River. They have, and demonstrate, a clear and comprehensive understanding of our business needs and how content could support our objectives. This has been borne out by the results we have achieved to date and we are now pleased to be working with them across our broader retail portfolio here in the UK. As we continue to experience a retail revolution, it is fundamental to NBTY Europe’s success that we can work with such a partner, who truly comprehends how content can work across different touch points and consumer needs.”
Nicola Murphy, River’s CEO, said: “We are delighted to have been awarded this work – further illustrating that we know how to apply content strategically, driving e-commerce and a strong ROI. This win is further testament to the quality of our teams’ knowledge, creativity and our results to date.”
