Imagine going viral on TikTok and getting millions of views. Then imagine you have a product attached to those views and you sell out in 3 days.

In this episode of Growth Masterminds, host John Koetsier chats with Vivian Chang, the VP of e-commerce at GNC, about retail subscriptions.

We chat about GNC's experimental success on TikTok Shop where a women's Stress Vita Pack went viral and sold out in three days, and Vivian breaks down strategies to succeed in subscription retail, touching upon the significance of pricing promotions, the importance of innovative convenience, and effective marketing techniques such as surround sound marketing.

We also dive into the dynamics of on-platform commerce at platforms like TikTok and Facebook ... should you do this, or should you always try to bring customers straight on to your owned platforms?

Finally, we talk about the balance between online and physical retail channels for consumer brands. Whether you're interested in the nuances of e-commerce or looking for creative ways to enhance customer loyalty, this episode offers invaluable insights.

00:00 Introduction to GNC's Success on TikTok

01:32 Black Friday and Consumer Sentiment

02:22 Understanding Subscription Retail

08:48 Key Growth Levers in Subscription Retail

10:53 The Role of Key Channels in Subscription Retail

15:14 On-Platform Commerce: TikTok and Beyond

23:17 Balancing E-Commerce and Physical Stores

27:23 Final Thoughts and Hidden Keys to Success