The Vitamin Shoppe offers AI-enabled personalized shopping advice at new NYC Innovation Store
Key takeaways
- The Vitamin Shoppe has launched its first “Innovation Store” in New York City, featuring a digital AI discovery tool called Shoppe Advisor.
- The interactive platform provides customers with personalized wellness content, expert product information, and real-time inventory tracking.
- The new retail space serves as a wellness hub by hosting community events, fitness consultations, and brand collaborations.
(All image credits: The Vitamin Shoppe).Supplement retailer The Vitamin Shoppe has opened its new Innovation Store on the Upper East Side of New York City, US, which is its first site to introduce its AI discovery tool, Shoppe Advisor. The interactive digital platform is designed to enhance in-store education, engagement, and personalization.
Shoppe Advisor offers instant access to detailed product information and “expert-sourced” wellness content, including articles and videos searchable by health goals, trends, and brands.
The tool also enables real-time inventory checks in stores and on The Vitamin Shoppe’s website.
“We are thrilled to open this new Innovation Store with Shoppe Advisor, elevating the customer journey,” says Jim Abbatemarco, executive VP and chief retail officer at The Vitamin Shoppe.
“We are located on one of New York City’s busiest shopping streets, surrounded by top gyms, activewear and beauty brands, med spas, and smoothie shops — and The Vitamin Shoppe perfectly complements this thriving wellness hub,” he notes.
The Vitamin Shoppe’s Upper East Side Innovation Store.“With our 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 all their favorite health and wellness essentials.”
Health and wellness events
The store offers a varied range of vitamins, supplements, sports nutrition, herbs, functional foods and snacks, energy drinks, and everyday wellness essentials.
Featuring an events space, the Upper East Side store hosted a series of health and wellness events with brand partners, including RAW Nutrition at its inauguration yesterday.
The event included a personal appearance by RAW Nutrition athlete and fitness creator Sara Saffari, mini consultations with Registered Dietitian nutritionist Vanessa Rissetto, a Wellness Wheel with healthy prizes, and complimentary Juice Press smoothies.
A previous report on 2025 consumer behavior by The Vitamin Shoppe revealed that 69% of US citizens take supplements to support their health and well-being, with trends leaning toward higher protein consumption, peptides in sports nutrition, non-pill or powder delivery formats, Ayurvedic shilajit, and nicotinamide adenine dinucleotide (NAD+).
