Modernizing digital commerce strategy to create stronger customer relationships

For more than 20 years, Garden of Life, a subsidiary of Nestle Health Science, has been a trusted brand for full-family wellness. Garden of Life creates a wide range of supplements, probiotics, and sports nutrition products for all ages and all stages of life.

Though distribution channels have traditionally been centered on specialty stores and grocery, Garden of Life lacked a DTC digital commerce strategy. But it had an opportunity to modernize its existing digital commerce investment, create a stronger first-party relationship with the customer, and provide greater product knowledge and resources to its existing customer base.

Garden of Life's new digital investment needed to do much more than provide a sales portal for customers, so both content and commerce are at the center of the new solution. Rightpoint, a leading digital consultancy and Genpact company, led a multi-team strategic commerce implementation to implement a DTC brand refresh on Magento. A six-month-long discovery and customer journey mapping exercise took surveys of the modern cloud-capable commerce offerings and determined that Magento Commerce Cloud provided the quickest time to value and the greatest flexibility and met stringent IT security requirements.

The new DTC consumer launch of GardenOfLife.com was a multiphase project in collaboration with CX, product, digital marketing, brand marketing, and legal teams at Garden of Life, taking place over the course of a year. Rightpoint began by understanding customer needs and existing journeys and discussed challenges with the CX and support teams. Brand marketing, in collaboration with Carmichael Lynch, provided the roadmap for a brand refresh for the new digital experience.

The first of three phases focused on improving the site conversion rate and time on site and decreasing bounce rate. It also focused on meeting the expectations of current customers who rely on the content and nutritional information found in the legacy eCommerce site. Future phases will see increased functionality and modes of purchase including subscriptions, personalization, customer segmentation, and greater investment in content.

Following the new DTC consumer launch of GardenOfLife.com, the brand is far healthier compared to last year with a:

• 317% increase in revenue
• 11% year-to-date increase in average order value
• 1,000% year-to date increase in sessions
• 316% year-over-year increase in conversions

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