CMO

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.

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