Headquartered in Miami, FL, PureFormulas is a leader in the online health supplement space, distributing GMP-certified quality products, including dietary supplements, organic food, beauty products, sports nutrition supplements, and pet products, with an average of 600,000 active customers and 100+ service professionals. Founded in 2007, PureFormulas.com features a secure and friendly online shopping experience providing free shipping on more than 40,000 products. PureFormulas’ professionals work with a board of health care advisors, naturopaths and chiropractors to keep up-to-date with customers’ needs and health care trends. PureFormulas’ mission is to maintain daily motivation and passion for healthy living, with a focus on high-level customer service and quality products.
In its early years, PureFormulas saw successful search campaigns as vital to maintaining the company’s revenue growth and competitive edge. Initially, PureFormulas managed paid search advertising on its own, but the company’s time and resources allowed it to focus only on a limited subset of products and brands. These restraints caused PureFormulas to leave much of its catalog with limited or no coverage on search engines.
To increase the visibility of its products PureFormulas implemented ChannelAdvisor Digital Marketing and quickly redefined its search engine marketing campaigns. The e-retailer understood that adding Facebook and Jet.com to its marketing mix could extend its reach to a core customer base.
“When we see an opportunity to sell on an emerging channel or marketplace, we try to get on board quickly,” said John Tsokos, Director of Emerging Channels at PureFormulas. “Making our products visible on Facebook and Jet seemed like a great way for us to get in front of our target demographic, each in their own way.”
With ChannelAdvisor Digital Marketing, PureFormulas began using Facebook dynamic product ads in July 2015. Facebook dynamic product ads allow PureFormulas to serve timely and relevant display and retargeting ads to users across desktop and mobile devices.
“ChannelAdvisor has been excellent at creating ad structures, getting images into the feed and handling the technical aspects of Facebook dynamic product ads through its Data Transformation Engine,” said Tsokos. “We’ve developed a more focused and effective digital marketing strategy by targeting consumers on Facebook who have already visited our website and researched our products.”
PureFormulas hopes to strengthen its mobile advertising strategy using Facebook advertising. Tsokos explains, “We know mobile is here to stay. Therefore, we’re focused on our mobile conversion rates and ensuring that buying our products from a mobile device remains a clean process. Dynamic product ads are an important piece of the puzzle in growing our mobile traffic.”
After implementing a comprehensive digital marketing strategy, PureFormulas used ChannelAdvisor Marketplaces to ensure a broader reach in the digital space. When the marketplace Jet.com was first announced, PureFormulas entered its beta program via ChannelAdvisor.
“It was exciting to get involved on the ground level with a startup company like Jet. You have as much to do with their success as they do with yours,” said Tsokos. “Jet was hungry to get up and running, and that was exciting for us to see.”
ChannelAdvisor’s Managed Services team and its relationship with Jet helped ensure a smooth and successful launch for PureFormulas on the new marketplace. “Our campaign manager was instrumental. ChannelAdvisor set up monthly calls with a Jet point of contact, and they helped us develop a true partnership with them,” said Tsokos. “Our conversations with Jet were productive and helped us conform to their standards.”
“To date, the metrics have been outstanding,” Moure said. “We’re excited to continue the Facebook opportunity just because our results to date have been tremendous.”
In addition to an average order value (AOV) lift around 36%, Facebook dynamic ads have also led to a 38% decrease in cost per click and a 125% increase in click-through rate.
Moure attributes those initial successes—the goal was to start slow and measure results before ramping up efforts—to a cadence of weekly calls and quarterly meetings with ChannelAdvisor, where specialists are always on hand to advise and collaborate.
“The relationship is six years old but still feels full of energy and excitement. I really like the fact that [ChannelAdvisor] spends time evaluating…what we want to do, and what our goals are. They’re there every step of the way.”