The Vitamin Shoppe Opens AI-Driven Innovation Store in NYC

The Vitamin Shoppe on Wednesday (Jan. 28) opened a new Innovation Store on New York City’s Upper East Side, using artificial intelligence and digital tools to help consumers discover, evaluate and purchase wellness products.

The new location, at 157 E. 86th St., between Lexington and Third avenues, is designed as a testing ground for technology-enabled shopping experiences that blend in-store expertise with AI-powered personalization, the company said in a news release, adding the format reflects shifting consumer expectations for more guided, data-driven health and nutrition decisions.

At the center of the store is Shoppe Advisor, an AI-powered interactive discovery platform making its first appearance in a Vitamin Shoppe retail location. The touchscreen system allows shoppers and store associates to explore products by health goal, ingredient, trend or brand, while providing educational content such as expert articles and short videos. The tool also provides real-time inventory visibility across both in-store and online channels, supporting omnichannel fulfillment decisions on the spot, per the announcement.

Jim Abbatemarco, executive vice president and chief retail officer of The Vitamin Shoppe, said in the release that the new store’s location is a retail hub with fitness, beauty and wellness destinations. He said its combination of broad product assortment and personalized support from trained associates is designed to make health and wellness more engaging for New Yorkers.

The Innovation Store format reflects broader experimentation underway across specialty retail, where AI is increasingly used to personalize discovery, reduce friction and deepen engagement without fully automating the customer relationship.

Beyond Shoppe Advisor, the store integrates a range of digital commerce capabilities, including mobile checkout, buy online pickup in store, same-day delivery through third-party platforms and access to free virtual one-on-one nutrition coaching. Loyalty engagement is tied into the retailer’s Healthy Awards program, linking in-store activity with digital rewards.

The launch comes as other retailers reassess automated physical formats. Amazon recently said it is closing its remaining Amazon Go and Amazon Fresh stores, shifting focus toward Whole Foods as it evaluates the economics and scalability of cashierless retail.

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