FAQ: NPI's Omnichannel Retail Strategy for Health Brands

What is NPI’s Evolution of Distribution platform?

It’s NPI’s proprietary platform that integrates online, in-store, and hybrid retail strategies to help health and wellness brands thrive in today’s omnichannel environment where visibility, pricing, and logistics must align seamlessly across all channels.

Why is an omnichannel approach important for health brands today?

Because 73% of shoppers now use multiple channels before making purchases, often researching online, buying in-store, and re-ordering digitally, requiring brands to show up consistently across every touchpoint with synchronized pricing, messaging, and availability.

Who leads NPI and what is their retail background?

Mitch Gould, Founder and CEO of NPI, has a career spanning from the rise of big-box retail in the 1980s to helping launch Amazon’s health and wellness category in the early 2000s, where he placed more than 150 brands on Amazon.

What are the five retail ecosystems that NPI manages for clients?

NPI manages: 1) E-Commerce Marketplaces (Amazon, Walmart.com), 2) Mass Market Retail (Walmart, Target, CVS, Walgreens), 3) Specialty Health Retail (Vitamin Shoppe, GNC, Sprouts), 4) Club Stores (Costco, Sam’s Club, BJ’s), and 5) Direct-to-Consumer channels.

How does NPI help brands succeed on e-commerce marketplaces?

NPI provides expertise in listing optimization, Buy Box strategy, compliance, and advertising performance, tailoring each listing, image, and keyword to fit what actually converts on specific platforms like Amazon and Walmart.com.

Why is in-store placement still important in an e-commerce world?

Seeing products on physical shelves signals that retailers have vetted the brand, creating credibility that drives conversion online as well, making in-store placement vital for brand legitimacy and consumer trust.

How does NPI help brands with direct-to-consumer strategies?

NPI helps brands connect retail presence with owned channels through QR codes, registration programs, and loyalty initiatives that turn one-time retail shoppers into lifelong customers, using retail to build awareness and DTC to build relationships.

What makes specialty health retail different from mass market retail?

Specialty retailers like Vitamin Shoppe and GNC attract educated shoppers seeking premium, clinically backed products, serving as proving grounds for innovation where emerging brands earn credibility before scaling to mass retail.

How has consumer shopping behavior changed post-COVID-19?

E-commerce growth jumped five years ahead of projections, yet brick-and-mortar adapted rather than died, creating a new retail reality where consumers expect seamless experiences across all channels.