Metagenics

The
Project

Platform

Shopify Plus

Services

UX/UI & CRO

Data Driven UX & UI

Mobile / Desktop

Data

SEO

Competitor Landscape Analysis

Keyword & Audience Research

SEO Migration

Technical Audits

Technical Optimisation

Development

AI & Personalisation (Technology)

Applications & Extensions

Platform Implementation

Subscriptions & Loyalty

Systems Architecture (Strategy)

Client Success

For more than 40 years, Metagenics has focused on helping people live happier, healthier lives, through Practitioner-formulated supplements and natural medicines, manufactured in their state-of-the-art TGA approved facility in Brisbane. Their supplements are scientifically designed to start working in as little as 45 minutes, specially formulated with clinically effective ingredients sourced from nature. Metagenics is a globally certified B Corp business, signifying their commitment to the highest standards of ethical and environmental practices.

Our collaboration with Metagenics focuses on driving their ambitious growth goals by strengthening their direct-to-consumer (DTC) and B2B online experiences in Australia and New Zealand.

A key objective of our collaboration is to double Metagenics’ consumer reach, enhancing brand awareness and accessibility through expanded digital presence and distribution. We’re also building strategic initiatives to engage health care professionals (HCPs*), primarily natural healthcare practitioners and pharmacists, as advocates for Metagenics. By partnering with HCPs, we aim to increase consumer awareness of high-quality natural healthcare, ultimately driving patient acquisition and strengthening lifetime value through digital communications, educational content and relationship management.

Finally, we’ve overhauled the existing B2B websites for practitioners and retailers in Australia and New Zealand. Moving to Shopify was a necessary step away from the existing websites, which had seen minimal updates over the past seven years, were challenging for users due to outdated design, UX and functionality. Our goal was to significantly enhance the online experience, streamlining transactions and supporting Metagenics in increasing online engagement.

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Integrations

As part of this project, Overdose integrated Shopify’s B2B capabilities with Microsoft Dynamics through Boomi middleware, enabling streamlined management of essential B2B functionality, including customer-specific pricing and company-level account structures, all handled via API. The integration also delivered tailored content experiences for practitioners, retailers, patients, and consumers, ensuring each audience receives relevant information and pricing.

To support practitioner loyalty, we implemented a patient-practitioner referral program, allowing practitioners to earn credits on patient purchases made through their referral links. Integrating Dotdigital for targeted marketing by segment enabled precise communication with B2B and DTC customers. Additionally, we facilitated online payments for offline invoices, enhancing payment flexibility for B2B customers, and launched Order Groove subscriptions for DTC customers, providing convenience and driving repeat purchases.

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Challenges  
+ Solutions

Challenge 01

Expanding Sales Directly to Consumers with Practitioner Affiliation

Challenge: Expanding Metagenics' sales directly to consumers required an affiliate program that maintained strong connections between consumers and their practitioners, ensuring ongoing practitioner loyalty to the Metagenics brand.

SOLUTION

We implemented a patient-practitioner affiliate program enabling practitioners to invite their patients to create a Metagenics account via a unique affiliate link. This link connected each customer’s account with their practitioner, who receives a portion of the sale on any purchases made by that patient. This structure reinforced practitioner loyalty while supporting patient relationships.

Challenge 02

Tailoring Subscription Experiences for B2C and B2B Customers

Subscriptions were intended solely for B2C customers, requiring a differentiated approach that excluded B2B users while maintaining a seamless experience for both groups.

SOLUTION

Leveraging Yotpo Subscriptions, Overdose implemented a customised solution that displayed subscription options exclusively to B2C customers. This new offering, vital for the B2C market, was tailored using customer tags and catalogs to ensure a relevant and personalised purchase journey for each audience segment.

Challenge 03

Building a Cohesive Online B2B Experience for Metagenics’ Loyal Customers

Moving Metagenics’ established B2B customer base online required preserving key features, like the ability to pay invoices online and customer-specific pricing, while creating distinct B2B and B2C experiences.

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SOLUTION

We utilised Shopify’s contextualised stores to craft tailored front-end experiences for both B2B and B2C customers. This included enabling B2B customers to pay offline invoices online and organising them into customer groups for accurate pricing and content. By delivering a streamlined, convenient B2B experience, we enhanced customer satisfaction and strengthened the alignment of Metagenics’ legacy customer relationships with its modern online presence.

Challenge 04

Rapid Shopify Launch Using Out-of-the-Box B2B Functionality

Metagenics needed to launch on Shopify within a tight timeline, requiring a fast, efficient solution without compromising quality.

SOLUTION

To meet the deadline, we maximised Shopify's native B2B features, streamlining the implementation process. The approach delivered a smooth User Acceptance Testing (UAT) phase, ensured an on-time launch, and provided flexibility for future enhancements. Key features included customer-specific pricing through B2B catalogs, company profiles, and personalised storefronts for B2B customer groups.

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Challenge 05

SOLUTION

Challenge 06

SOLUTION

CLIENT
LoVE

"Overdose’s deep Shopify Plus expertise and agile, partnership-driven approach underpinned the success of our replatform, delivering both technical excellence and a strong foundation for future digital growth."

Suzie Young
Head of Digital, ANZ
Metagenics

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