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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in