Content marketing: Telling Meaningful Stories

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


January 23, 2015

My Fitness Tips

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 blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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