Nutrition Warehouse taps into customer data for healthier campaigns, achieving 50x ROI

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Nutrition Warehouse, one of Australia’s largest retailers of sport supplements and vitamins, was founded by Grant Mayo, holder of both Mr. Australia and Mr. World titles. With over 110 retail locations across Australia, the company aims to inspire people to become “stronger every day”—and embodies its own values by continually innovating and improving.

Learn how consolidating email and SMS in Klaviyo helped Nutrition Warehouse increase online revenue

Challenge

Like many growing businesses, Nutrition Warehouse faced a common challenge: understanding customer behaviour and what was driving it. The brand had limited data available showing what customers were purchasing, how much they tended to spend, how often they purchased and where the customer was. And it was also trying to make sense of multiple duplicate account profiles set up by customers who wanted to access multiple sign up offers.

Naturally, with limited insights, Nutrition Warehouse found it challenging to communicate effectively with customers with the right message at the right time, and draw meaningful insights on campaign performance.

Part of the issue holding Nutrition Warehouse’s lean internal team back was the company’s existing tech stack. The team were using multiple email and SMS marketing providers, all of which operated in siloes and none of which could tap into Shopify’s valuable pool of customer purchasing data. 

The brand therefore needed a new solution that would help it achieve three main goals: increase revenue, drive awareness, and build customer lifetime value.

Solution

After weighing available options and evaluating ease of onboarding, smooth integration, intuitive email and SMS automations, and advanced segmentation features, Nutrition Warehouse found the perfect match in Klaviyo.

For anyone moving from a basic email service provider and looking to dive into their customer data and turn that data into actual dollars, Klaviyo is the way to go.

Klaviyo helped Nutrition Warehouse unify and consolidate its customer data, eliminating 70,000 duplicate profiles with minimal disruptions to the brand’s campaign calendar. Klaviyo also integrated with the brand’s Shopify account and advertising platforms Google and Meta, adding leads automatically to customer lists and unifying all customer data in one place to make drawing behavioural insights much easier than before.

Strategy

Since fully migrating email and SMS to Klaviyo, Nutrition Warehouse can now:

1. Speak to the right customer at the right time with the right message. Whenever a customer interacts with advertising, buys a product or performs any specified action determined by the brand, Klaviyo’s automation tool kicks in and emails or texts the customer with highly relevant and personalised content. Personalising communications at specific points in the customer journey in this way has contributed to a 50x Klaviyo return on investment in 2024.

2. Enable retail stores to communicate with nearby customers. By using geo-targeting and segmentation tools, Klaviyo now helps individual Nutrition Warehouse stores promote local events and offers to customers within a certain radius.

3. Increase customer lifetime value. Using Klaviyo’s predictive analytics, Nutrition Warehouse can now easily identify high-value customers and target them with personalised offers. This helped drive 47% year-on-year growth in 2024 in orders from customers who received triggered automated messages.

4. Easily manage campaigns with real-time dashboards and benchmarks that empower the team to quickly produce custom reports, gain consolidated insights across campaigns, and make informed decisions about performance improvements more efficiently than before.

As a result of improving the relevance and timeliness of Klaviyo’s email and SMS campaigns, Nutrition Warehouse benefitted from 160,000 email and SMS sign-ups in 2024.

“Klaviyo has provided Nutrition Warehouse with an unmatched level of client support,” says Heather Earl, head of ecommerce at Nutrition Warehouse. “With Klaviyo’s segmentation engine, flows, reporting, and so many other advanced features, we’ve been able to see a concrete positive impact from our campaigns and an increase in revenue since making the switch.”

We’d absolutely recommend Klaviyo to other brands. Having comprehensive analytics alongside an intuitive interface saves time and resources to track and measure performance, identify trends, and make data-driven decisions.