Blackmores invests in test-and-learn to lift ecommerce growth

Australian vitamins and supplements producer invests in experimentation platform

Blackmores has brought on a new testing and optimisation platform to help fuel growth across its ecommerce offering.

The ASX-listed Australian-based vitamins and supplements producer said test-and-learn was already part of the culture across its CRM, digital and social teams. The decision to bring on Optimizely, an Episerver company, was about bringing the same thinking and approach to its ecommerce decision, a focus area for the business overall.

Blackmores is looking to work quickly and more collaboratively, running experiments to uncover customer insights and create high-performing experiences. First use cases include tests across ecommerce journeys and checkout processes, rich content assets and memberships, as well as subscription products which it expects to play an increasingly key role in delivering growth.

“We’ve recently seen an uptake from our ecommerce store and wanted to push this to the next level,” said Blackmores growth marketing manage, Rachelle McDermott. “Optimizely will enable us to provide the best experiences for our customers, and also ensure Australians are able to easily access the products they need as we continue to encourage them to put their health first.”

Blackmores ecommerce manager, Matt Riley, said the ability to experiment across its website is a huge boon for growth. “We’ve found a quick and easy way to hypothesise, make the changes, run the experiments, and get some tangible results to take back to the business,” he said.

Blackmores senior digital and content manager, Kate Ferguson, said it was keen to adopt a platform after trialling content testing including creative, messaging, format, and layout. She saw this capability allowing the business to better create engaging and helpful content.

Blackmores has 1200 employees and manufactures sells its products in 14 markets across Asia-Pacific region. Earlier this year, the business pledged to improve its customer experience and overhaul its management structure in order to lift the fortunes of the iconic brand locally and globally.

Another retailer to recently bring on Optimizely’s experimentation toolkit is retailer, The Iconic. The company told CMO at the time that having better test-and-learn capabilities would ensure its customer engagement and conversion testing is as impactful as possible while avoiding site performance issues.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in