How Remedy is using digital marketing and commerce to drive conversion

A prudent investment into ecommerce and marketing automation platforms has enabled Australian health beverages brand, Remedy Drinks, to better ride out the COVID-19 pandemic and drive commercial growth.

Remedy was founded in Melbourne in 2012 by Sarah and Emmet Condon and produces a range of fermented beverages, the flagship being Kombucha. The company today operates across A/NZ, Singapore, Canada and the UK with a range of products including coconut water, Switchel, Tepache and Soda.

With a desire to build out its direct-to-consumer ecommerce and marketing automation capabilities, the company adopted Magento’s commerce platform as well as dotdigital’s email marketing platform in early 2019. Growing popularity and expansion of its brand and customer database made it vital to improve the way the business engaged consumers in the digital space, Remedy digital marketing and ecommerce manager, Tom Melenhorst, told CMO. The group was had previously lacked the ability to tailor and personalise content and communications.

Having selected Magento as its ecommerce foundation, Remedy chose dotdigital’s digital Engagement Cloud because it integrated seamlessly with the former and offered user-friendly segmentation, automation and customer data management capabilities. Given Remedy’s lean operating model, dotdigital’s comprehensive onboarding process was also a major selling point, Melenhorst said.

The two platforms were rolled out concurrently, going live in Australia in April 2019, then across Remedy’s four international markets in July. First use cases were consumer newsletter EDMs.

“We from a zero base of driving revenue via email to 15 per cent of overall revenue in 12 months, which is a significant number,” Melenhorst said. Remedy also relies on direct site traffic, Google search, and automated subscriptions via Magento.

“For us, it was looking at ways to use this as a revenue driving channel. We had a lot of new SKUs launch last year in the market, and we could also bring that to life using dotdigital.”

Another early use case was cart abandonment, an easy way to capture potentially lost revenue. Melenhorst said Remedy is chalking up a 50 per cent clickthrough rate, creating more purchases through the email channel.

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