On Jan. 28, The Vitamin Shoppe (Secaucus, NJ) announced the opening of a new Innovation Store on the Upper East Side of New York City, located at 157 East 86th Street.

The new store brings The Vitamin Shoppe’s innovation-forward design format and an expansive assortment of vitamins, supplements, sports nutrition, herbs, functional foods, energy drinks and wellness products.

According to the company, the new store is the first to introduce Shoppe Advisor, The Vitamin Shoppe’s artificial intelligence (AI)-powered, interactive discovery tool designed to enhance in-store education, engagement and personalization.

Via a digital touchscreen, Shoppe Advisor provides instant access to detailed product information and expert-sourced wellness content including articles and videos searchable by health goals, trends and brands.

The AI also enables real-time inventory checks in stores and online, allowing both shoppers and Health Enthusiast associates to support more informed, interactive conversations throughout the shopping experience, the company said.

“We are thrilled to open this new Innovation Store with Shoppe Advisor elevating the customer journey,” said Jim Abbatemarco, executive vice president and chief retail officer of The Vitamin Shoppe. “We are located on one of New York City’s busiest shopping streets, surrounded by top gyms, activewear and beauty brands, med spas, and smoothie shops—and The Vitamin Shoppe perfectly complements this thriving wellness hub. With our expansive assortment and the personalized support of our expert Health Enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop all their favorite health and wellness essentials.”

For more information, visit www.vitaminshoppe.com.