Vestcom Introduces vitaAisles™ the First Program of its Kind to Provide In-store Vitamin Education

Leveraging FDA Data, Shoppers Now Have Easy-to-understand Vitamin Information Available at the Point of Decision

LITTLE ROCK, Ark.--(BUSINESS WIRE)--Vestcom, the leading provider of customized shelf-edge communications and specialized marketing services for the retail industry, opened 2013 with the launch of vitaAisles™, a shopper-friendly, comprehensive in-store education program designed to support consumer demand for trusted health information regarding vitamins, minerals and supplements. The program, the first of its kind on the market today, delivers FDA-based and evidence-based claims for vitamins, minerals and supplements at the shelf edge, specifically addressing common consumer health concerns such as heart, glucose, joint and bone health. Vestcom created vitaAisles after findings from a third-party research project sponsored by the company revealed:

“The introduction of vitaAisles is an integral part of our commitment to provide retailers with relevant shelf-edge marketing solutions and easy-to-navigate in-store health education programs that meet the needs of shoppers today”

• 74 percent of supplement shoppers would like to have detailed information at the store shelf
• 71 percent of shoppers are unable to find relevant information at the shelf edge
• 60 percent of shoppers say there is not enough information and feel the need to talk to someone
• 58 percent of shoppers are confused by the information on vitamin and supplement packaging

Vitamin purchasers are highly valuable customers to retailers as statistics point to 79 percent household penetration for the vitamin category, 81 percent repeat purchase rate and a higher than average basket size (Nielsen research). Vestcom’s vitaAisles not only delivers trusted FDA data, the program also makes it possible for retailers to integrate their dietary supplement shelf-edge communications and merchandising strategies with a fully customized program based on specific needs and branding.

“The introduction of vitaAisles is an integral part of our commitment to provide retailers with relevant shelf-edge marketing solutions and easy-to-navigate in-store health education programs that meet the needs of shoppers today,” George Wishart, Chief Commercial Officer. “As one of the first programs of its kind in the marketplace to address the growing supplement industry, we see vitaAisles as an effective way to mitigate product and health issues that concern consumers as well as provide an avenue for retailers to increase shopper engagement. We are very pleased to start out the year with a unique product offering that we are confident will bring many benefits to our retail clients and their customers alike.”

About Vestcom International, Inc.

Little Rock, Ark.-based Vestcom is the leading provider of customized shelf-edge communications and specialized marketing services for the retail industry—delivering proven results and influencing shopper behavior at the point-of-decision for the nation’s top retailers and their suppliers, processing more than two billion price/promotion updates per week through its nine production facilities located across the United States. Vestcom’s services benefit retail clients by reducing store operations expenses, increasing retail sales and coordinating in-store execution with retailers and their brand partners. For more information about Vestcom visit www.vestcom.com.