Blackmores Chooses Optimizely to Supplement eCommerce Growth

Optimizely today announced that it will be working in partnership with Blackmores, Australia’s leading natural health company, to power its experimentation program.

Blackmores Limited is an Australian health supplements company founded in the 1930s by naturopath Maurice Blackmore and currently listed on the ASX. The company employs more than 1,200 people and manufactures an extensive range of vitamin, mineral, and herbal supplements sold in 14 markets across the Asia Pacific region.

Blackmores already has a well-embedded test and learn culture across parts of its CRM, Digital, and Social teams, and wanted to apply these same principles to the growing eCommerce division.

“We’ve recently seen an uptake from our eCommerce store and wanted to push this to the next level,” said Rachelle McDermott, Growth Marketing Manager at Blackmores. “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 plans to run tests across its eCommerce journeys and checkout processes, rich content assets and memberships, as well as the subscription products that play a key role in delivering strategic growth to the business.

“The ability to experiment freely across our website using Optimizely is game-changing,” said Matt Riley, eCommerce Manager at Blackmores. “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.”

Kate Ferguson, Senior Digital and Content Manager at Blackmores, has been key in onboarding Optimizely after seeing “how easy it is to test content including creative, messaging, format, and layout which will allow us to ensure we are creating engaging and helpful content to support our consumers.”

Blackmores’ eCommerce division is a focus area for the business moving forward and Optimizely, the world’s leader in digital experience optimisation, will enable Blackmores to work quickly and collaboratively, running experiments to uncover customer insights and create high-performing experiences.

In Australia, Optimizely supports many household brands including Chemist Warehouse, The Iconic, Kmart, and now Blackmores.

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