Content marketing: Telling Meaningful Stories

Why I buy my supplements online and not at a brick and mortar store

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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supplements ordered onlineI usually buy my supplements online through a monthly subscription through Amazon. Unless I cancel one month’s subscriptions, Amazon will send me a package that often includes:

  • Protein bars
  • Protein powder
  • Pre and post workout shakes and supplements

This system works and makes shopping easy. Amazon sends me once a month the items I’m planning on using the following month. When I want to stop a specific piece of the delivery, I simply log in and put a hold on it. Easy breezy.

Every once in a while I will also buy a supplement that appears to be cheap on the half-off site Groupon. I don’t shop on Groupon nearly as often anymore after I bought a couple of items that really weren’t that great of a deal when it was all done.

I prefer buying online because it’s just easier. I don’t have to drive to a store where they’ll talk and talk and upsell and upsell. Constantly.

I don’t necessarily mind being upsold if it’s relevant, but when it’s not it’s just a bit annoying.

So how did this come to mind for a blog post? Somebody gave me a $25 gift cards to a sports nutrition store. So I went to the store …

“Hello. What brings you in.”

“I got a $25 gift card.”

“What are you looking for today?”

“Maybe some protein bars.” Really, I just came in because of the gift card.

We walked over to the protein bars and of course she asked me if I had the store’s membership or gold or whatever card. You know, the kind that gives me so many percent off.

I found a box that was around $25 and decided to get that. We were heading to the cash register. All done.

“And any multi-vitamins today?”

“Umm. No.”

It just seemed very scripted and not personalized. She could have asked about my workout regime and then  make personalized recommendations based on what I actually do at the gym. Offering me multi-vitamins reminded me of my daughter, who takes multi-vitamins.

But had she asked me about my fitness goals (weight loss or at least weight maintenance and I love to lift) she could have made more relevant suggestions, which  could include some of the things I get monthly already anyway.

But it would have offered an opportunity for me to actually be open to buying more. Because if it’s relevant, I might buy it.

It’s like the offline version of “Recommended Items” online, but you do have to ask the right questions.


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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