Garden of Life

Visit Garden of Life

Garden of Life, a subsidiary of Nestle Health Sciences, creates a wide range of supplements, probiotics, and sports nutrition products for all ages and all stages of life.

Challenge

For over 20 years, Garden of Life has been a trusted brand for full-family wellness. While distribution channels have traditionally been centered on specialty stores and grocery, the brand has lacked a direct to consumer digital commerce strategy. The opportunity was to modernize their existing digital commerce investment, create a stronger first-party relationship with the customer, and provide greater product knowledge and resources to existing customer base.

Solution

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. Something Digital led a multi-team strategic commerce implementation to implement a DTC brand refresh on Magento. A 6 months-long discovery and customer journey mapping exercise took survey of the modern cloud-capable commerce offerings and it was determined that Magento Cloud provided the quickest time-to-value, greatest flexibility, and met stringent IT security requirements.

Strategy

The new DTC consumer launch of gardenoflife.com was a multi-phase 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. We 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, 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 e-commerce site. Future phases will see increased functionality and modes of purchase including subscriptions, personalization, customer segmentation, and a greater investment in content.

Results:
  • +317% Revenue YoY
  • +11% AOV YTD vs. LY
  • +1000% Session YTD
  • +316% CVR this year vs LY