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.