Vitaminstore Personalizes Its Customer Loyalty Program With Bloomreach

Story Behind the Brand

Founded in 1998, Vitaminstore offers vitamins, nutritional supplements, and natural cosmetics to health-conscious customers who want to live a long, healthy, and vital life.

The Netherlands-based brand has 19 locations and an extensive ecommerce store, which has offered online wellness advice and products since 2000. Along with premium products, the company employs professional health coaches with knowledgeable backgrounds in healthcare, sports nutrition, and cosmetics, aiming to provide expert guidance to customers with specific health goals.

increase in average order value of VitaminClub members vs. nonmembers

more Vitaminstore-branded product revenue from VitaminClub member engagement vs. nonmembers

increased growth in Vitaminstore-branded product revenue attributed to personalized loyalty vouchers

Challenge

With over two decades of experience in ecommerce, Vitaminstore recognized the importance of nurturing long-lasting customer relationships. As the company grew in recent years and the online market for health and wellness products became increasingly competitive, Vitaminstore knew it needed to bolster its customer retention efforts to stay ahead of the competition.

One key area that Vitaminstore saw potential for improvement was its customer loyalty program. Its previous program was a simple points-based system that offered one-size-fits-all rewards for customers, but Vitaminstore wanted to give its shoppers personalized customer experiences to build relationships that continue to grow.

The brand also saw an opportunity to encourage customers to shop Vitaminstore-branded products through its loyalty program. By creating incentives that aligned with branded products, the company could bring two important business goals together: increasing customer loyalty and growing the audience for Vitaminstore’s labeled products.

To do this, Vitaminstore needed a marketing solution that could organize and activate its customer data and orchestrate loyalty campaigns that offered progressive benefits. “We wanted a loyalty program that was layered, so the more you spend the more benefits you get, and the more valuable the program becomes to individual customers,” explained Nelleke Kloet, Senior CRM & Loyalty Marketeer for Vitaminstore.

Solution

Vitaminstore adopted Bloomreach Engagement to better address its customer relationship management and loyalty initiatives, which included an overhaul of its loyalty program.

The creation of this updated program was a seamless process thanks to the training that the Vitaminstore team received from Bloomreach Academy. “The academy courses were really helpful during the implementation process,” said Kloet. “I felt like I could understand the platform right away, and once I had access to our data, I didn’t have so much to learn to get started.”

With the knowledge and toolset needed, Vitaminstore created a new and improved loyalty program, VitaminClub, which grouped customers into three levels based on their individual relationships with the brand. These levels organized shoppers by their spending and buying habits and used these data points and product preferences to craft individualized loyalty rewards.

The more a shopper engages with and purchases from Vitaminstore, the higher they climb in the loyalty program tiers. Leveling up in the program always coincides with more incentives that compliment Vitaminstore-branded products and align the loyalty structure with the company’s broader business strategy — for example, all level two and level three members get a members-only trial discount on new Vitaminstore branded products.

In addition, Vitaminstore offered personalized vouchers throughout the year to incentivize loyal customers based on purchasing behaviors. Using Bloomreach to identify and track customer relationships, Vitaminstore captured learnings quickly and awarded vouchers accordingly, and these key findings are used to inform future promotional campaigns.

After an easy implementation with Bloomreach, we’ve been able to really focus our loyalty and retention efforts and revamp our loyalty program. Now we can offer loyalty benefits based on each customer’s interests, and we’ve seen really great results.

Nelleke Kloet

Senior CRM & Loyalty Marketeer, Vitaminstore

Results

With a data-driven approach to customer loyalty, Vitaminstore has converted more guests into loyal members and increased their customer retention metrics across the board.

The average order value from VitaminClub members is now 33% higher than nonmembers, and the loyalty program has successfully incentivised customers to buy Vitaminstore-branded products — member engagement has generated 73% more revenue from branded products than nonmembers.

Plus, the personalized voucher campaigns were just as successful at growing loyal relationships. These personalized deals have led to a further 6% growth in revenue from branded products.

With these great results serving as the framework, Vitaminstore plans to build on its achievements using Bloomreach Engagement, using its thorough understanding of its most loyal customers to bolster its loyalty program, expand its customer retention strategy, and make every campaign count.