D2CHealth and nutritionRepeat revenueBuilt on KwikEngage
Supplements grew from 37% to 45% of the website's revenue. That's the category customers reorder.
Hardware sells once. Protein and supplements run out. Moving the store's revenue toward categories with a built-in reorder cycle meant more of each month's revenue came from customers the store already had.
The store
Healthify Store, selling supplements, protein and health hardware on Shopify.
The mix
Hardware led the store, at 57% of Shopify revenue in March.
The problem
Hardware is bought once. A store led by it has to find new buyers every month.
The bet
Grow the categories customers run out of, and repeat revenue follows.
Pain point
A smart scale or a glucose monitor is a one-time purchase. When hardware leads the revenue, every month starts close to zero, and paid acquisition has to carry most of the load.
Protein and supplements work the other way. They run out on a predictable cycle, and a customer who reorders once is likely to reorder again.
The store already sold both. The job was to make the repeatable categories the centre of the business, and to start moving new customers toward them from day zero.
Every reorder is revenue that doesn't need a new ad.
What I did
- 01
Used hardware as the way in.
Smart Scale brought in entirely new customers, and became their first step toward protein and supplements.
- 02
Built reorder journeys from day one.
Day-30, Day-45 and Day-60 sequences for Whey and Supplements buyers, split by new and returning customers.
- 03
Put supplements in more baskets.
Supplement caps were auto-bundled with Whey orders, with an upsell added at CGM checkout.
- 04
Protected margin while pushing.
A CM2-led discount playbook set clear limits per SKU, with never-discount rails on hardware.
Before and after
| Before | After | |
|---|---|---|
| Hardware share | 57% | 46% |
| Supplements share | 37% | 45% |
| Supplement caps | Previous month | Doubled |
| New customer path | One hardware purchase | Hardware first, then Day-30, 45 and 60 reorder journeys |
Results
Supplements share of Shopify revenue, from 37% to 45% in one month
Supplement caps, month on month
Of store revenue driven by CRM
Higher order value on CRM orders than the store average