How The Vitamin Shoppe and Jumpmind are Re-thinking Retail.
Recently I had the pleasure of sitting down with Scott Devlin, Chief Information Officer at The Vitamin Shoppe and Joe Corbin, CEO of Jumpmind to discuss their collaboration and how they are both thinking about the future of retail. It was a fascinating discussion.
Standing inside The Vitamin Shoppe’s Edgewater, New Jersey location, it’s hard not to feel like you’re witnessing the future of retail in action. This store, much like The Vitamin Shoppe’s nearly 700 other locations nationwide, has been upgraded with cutting-edge technology thanks to a collaboration with Jumpmind, a technology solutions provider known for its customer-centric innovations. The Vitamin Shoppe has always been a staple in health and wellness retail, but this partnership takes the customer experience to another level.
I had the chance to explore the store, observing the interaction between associates (or “Health Enthusiasts,” as The Vitamin Shoppe calls them) and customers. I also spoke with Scott Devlin, Chief Information Officer of The Vitamin Shoppe, and Joe Corbin, CEO of Jumpmind, both of whom shared insights into how advanced technology is creating a seamless, omnichannel experience that allows customers to move fluidly between digital and physical touchpoints. 
The Customer Experience Revolution in Retail
As Devlin explained, the retail landscape has shifted dramatically, especially in recent years. “Our customers expect a high level of integration between online and in-store shopping,” he noted. With industry studies revealing as much as 85% of retail transactions still occurring in-store, creating that seamless bridge has been essential for The Vitamin Shoppe’s mission. Together with Jumpmind, they’re transforming the retail experience by bringing digital conveniences right into the heart of their physical stores.
Walking through the store, it’s clear this isn’t just another “digitally-enhanced” retail setup. The entire layout, from interactive displays to mobile PoS devices, feels as though it’s been carefully designed to reduce friction and meet the specific needs of health-conscious shoppers.
Unified Promotions and Personalized Deals—Empowering the Customer
One of the first things that caught my attention was the ease with which Health Enthusiasts can apply relevant deals and promotions. The Vitamin Shoppe’s “Healthy Awards” members account for an impressive 88% of total sales, and the promotions system, powered by Jumpmind, handles over 200 simultaneous deals in-store and online.
As Devlin explained, “We want to make sure our loyalty members are rewarded, no matter where they shop with us.” Watching an associate seamlessly pull up a customer’s loyalty information and apply an in-store discount in real-time demonstrated how this technology ensures a consistent and rewarding experience across channels. I could see firsthand how these instant, personalized deals build trust and loyalty—two qualities that are especially important for health-focused customers.
Subscriptions and Recurring Orders—Convenience Meets Loyalty
Another impressive feature was the seamless subscription sign-up option integrated right at checkout. For customers who rely on certain supplements or health products regularly, recurring auto-delivery is a major convenience. With a quick scan, associates can offer customers a subscription option, including a discount, and it’s all accessible without any extra steps or separate devices.
Corbin explained to me how digital signage helps prompt customers, alerting them to subscription options before they complete their purchase. “It’s about offering a touch-free loyalty moment,” he said. “It should be easy for customers to choose a recurring option without any extra hassle.” This feature provides the convenience that health-conscious customers are looking for while making loyalty a built-in part of the purchasing process.
Mobility and Flexibility with Composable Point-of-Sale (PoS) Technology
One of the highlights of my visit was watching Health Enthusiasts in action with their mobile PoS systems. Jumpmind’s technology turns an Apple device into a flexible point-of-sale, allowing associates to serve customers anywhere in the store. Instead of waiting at the register, I observed associates engaging directly with customers at display shelves, answering questions, and even completing transactions on the spot.
“Our goal was to enable a more fluid, intuitive experience,” Corbin told me. “We wanted associates to meet customers where they are, and for the shopping experience to feel natural and uninterrupted.” As I witnessed a Health Enthusiast access product details, order history, and loyalty information on a handheld device, it was easy to see how this setup benefits the customer, minimizing wait times and making the interaction more personable.
Additionally, the Apple integration provides a seamless start-stop-resume experience, which lets transactions adapt to the customer’s journey. This flexibility was on display as I saw an associate pull up a customer’s order details, even placing online orders for products not available in-store. This approach not only enhances engagement but also eliminates the need for a stationary register, empowering associates to focus on providing assistance.
Customer-Centric Design and User Experience—Simplifying the Associate Role
As I spoke to Devlin and Corbin, they both emphasized the importance of user-centered design. Jumpmind’s technology isn’t just built for customer convenience; it’s designed to empower The Vitamin Shoppe’s Health Enthusiasts, making it intuitive for them to use and master quickly. This was evident in the associates’ ease with the system, which looked far more like an app than a traditional PoS interface.
“We collaborated with a human-centered design firm to make sure the system was intuitive,” Corbin explained. “The technology shouldn’t be something they struggle with; it should just work.” For The Vitamin Shoppe, where Health Enthusiasts are not just sales associates but experts in health and wellness, having user-friendly technology means they can spend more time engaging with customers rather than figuring out complex systems.
This focus on usability also translates into major cost savings. According to Devlin, with the simplified design, onboarding and training times are significantly reduced. “We can train new associates quickly, which is invaluable given the seasonal nature of our workforce,” he added. It’s a win-win, improving service quality while lowering the investment needed to train staff.
CX Connect Display—Bringing Digital Transparency to the Store
A standout feature of this new store experience is Jumpmind’s CX Connect customer display, which faces the customer at checkout. The display allows customers to view loyalty points, upcoming subscription deliveries, and any eligible discounts in real-time. It’s a simple addition, but one that profoundly changes the interaction at checkout, making it more transparent and interactive.
“Instead of bombarding customers with questions about rewards, we let the display handle it,” Devlin said. I observed customers as they engaged with the display, which provided real-time details on loyalty points and auto-delivery options. It was a subtle yet effective way of giving customers control over their decisions without relying on associates to communicate every detail.
This interactive, customer-facing screen creates a digital-like experience within the physical store, enhancing trust and transparency. Customers can see their options clearly, check their points, and even opt into services like repeat delivery—all with a few taps. It’s a small shift, but it makes a big impact on customer satisfaction and engagement.
Future-Proofing the Customer Experience Through Adaptable Technology
As I wrapped up my tour, Corbin shared some insights into the flexibility of Jumpmind’s platform, which is built using microservices and a cloud-native architecture. This approach allows The Vitamin Shoppe to easily adapt to new customer needs or deploy updates without overhauling the system.
“The technology is designed to grow and adapt alongside The Vitamin Shoppe,” Corbin explained. “It’s about preparing for what customers might want tomorrow, not just today.” This adaptability ensures that as The Vitamin Shoppe continues to evolve, its technology infrastructure can keep pace without becoming an unwieldy monolith.
Devlin was particularly excited about the possibilities for future enhancements. “We’re constantly looking for new ways to integrate and simplify. The flexibility of Jumpmind’s platform means we’re ready for whatever comes next.” This future-ready setup means The Vitamin Shoppe can continue rolling out new features and improvements, keeping the customer experience fresh and relevant.
A Model for Tech-Driven Customer Experience
Visiting The Vitamin Shoppe’s Edgewater location provided a firsthand look at how advanced technology can elevate retail to meet modern customer demands. Through its partnership with Jumpmind, The Vitamin Shoppe has created a model for tech-driven customer experience, blending digital innovation with the personal touch that defines in-store shopping.
Every piece of this collaboration, from mobile PoS systems to customer-facing displays, reflects a commitment to making the customer journey seamless and enjoyable. As Devlin put it, “Our customers are our biggest asset, and every investment we make in technology is an investment in their experience.” By leveraging technology in a way that feels intuitive and natural, The Vitamin Shoppe and Jumpmind are proving that customer experience isn’t just about convenience—it’s about connection, empowerment, and trust.
Featured photo credit: Ben Shaul
