Challenge

Create an engaging digital experience for Nutren Senior consumers, aiming to inspire them to maintain an active lifestyle focused on well-being and self-care.

Business Objectives: Increase market penetration (initial purchase) and usage frequency (repeat purchases) through a platform offering benefits, services, and fostering loyalty.

Customer Objectives: Provide a personalized, convenient, and evolving experience that promotes information and tools for well-being and self-care, along with pride in healthy aging.

Findings

• Audience Demographics: Predominantly women.

• Age Range: 25 to 65 years old.

• Key Products:

  • 28.71% purchase Nutren Senior.

  • 13.86% purchase Nutren Protein, the second most sought-after product.

• Customer Interests:

  • 50% are interested in well-being content.

• Consumption Drivers:

  • Necessity: Consumed under medical recommendation.

  • Prevention: Chosen independently or upon recommendations from friends and family to maintain better health.

• Buyer Profile: In many cases, the buyer is not the product user but a family member who purchases Nutren Senior either for medical reasons or believing in its benefits for the consumer's health.

Decisions

A loyalty club to improve customer relationships, promote interest in our products, and offer special incentives and discounts to users, ensuring they become loyal to the business.

The Club features a task roadmap designed to encourage repeat purchases and foster loyalty through benefits offered in the form of services and rewards.

As we identified that users have a strong interest in the Club’s health and wellness content, delivered through articles and recipes in addition to a comprehensive wellness platform, we have maintained the points-based system. This system ensures that all interactions within the Club, even liking a recipe, contribute to point accumulation for access to the offered benefits.

Accessibility Rules:

• Implemented large, highly legible fonts and intuitive buttons to enhance usability and simplify action comprehension.

• Club Pillars: Nutrition, Active Body, and Active Mind.

Results

Gamification applied to the loyalty platform of Nutren Health Science, with a special focus on Nutren Senior. The platform rewards users with badges, discounts, and exclusive benefits, promoting greater engagement, repeat purchases, and loyalty.

• Consistent engagement since launch: The Club, designed from the outset with gamification mechanics, has ensured high user engagement, with 40% of interactions focused on actions such as reading articles, liking recipes, and sharing content.

• Solid loyalty: Since its launch, 65% of active users have made repeat purchases within three months, demonstrating the program's effectiveness in fostering loyalty.

• Sales growth: The Club directly contributed to a 12% increase in sales of Nutren Senior and Nutren Protein, key products in the brand's ecosystem.

• Value of exclusive content: Health and wellness articles and recipes have been widely accessed by users, representing 70% of interactions on the platform, highlighting the relevance of these topics to the audience and their alignment with health and self-care interests.

• Brand strengthening: The Club reinforced Nutren Health Science’s positioning as a leader in the health and wellness market, consolidating its reputation as a reference for healthy aging.

• Attracting new audiences: The program successfully attracted 20% more indirect buyers, such as children or caregivers purchasing for family members, expanding the brand’s reach.

• High reward redemption rates: 80% of users have already redeemed their accumulated points for benefits.

• The most redeemed rewards were exclusive shopping discounts, reflecting the audience’s preference for financial benefits aligned with their needs.