Metagenics turns a rebrand into a retention win, growing repeat customers by 32% 

In 2022 Nutri Advanced joined Metagenics, a global, B Corp certified leader in science-backed supplements that sells to consumers, practitioners, and retailers across the world.  

At the heart of the brand is a clear mission to challenge the conventions of the supplement industry. As Metagenics explains: “At Metagenics, we’re not just making vitamins, we’re rethinking them entirely. For too long, choosing a supplement has meant guesswork and empty promises. We set out to change that. We believe supplements should be rooted in science, driven by innovation, and designed to make a provable difference you can actually feel.” 

For Lewis Trice, CRM Strategy Manager EMEA, the rebrand was a chance to rethink how the business used its customer data, and not just its logo. 

A new name and a loyal audience to keep

The challenges were clear:

• A global structure and brand: Nutri Advanced transitioned to the Metagenics brand as part of a wider strategy to create a more unified identity across the EMEA region. This transition brought products, expertise and customer experience closer together, while continuing to deliver the high-quality nutritional solutions and practitioner support customers knew and trusted for many years. 
• A slow switchover: 130+ products moved to Metagenics packaging between February and November 2025, with old stock still on sale 
• Automations that only went so far: Welcome, abandoned cart, and replenishment programs drove revenue, but they reacted to moments in time rather than to the customer behind them. 

Phase 1: Telling the right customers about the right products

Using Dotdigital segments, the team identified everyone who had bought each product. When that product switched to Metagenics packaging, an automated journey let those exact customers know what was changing, SKU by SKU.

Because one email wasn’t enough, surveys built in Dotdigital captured what each customer already knew about the rebrand and mapped their answers to contact data fields. A practitioner who hadn’t heard about the change got very different nurture content from one who had.

Phase 2: Automations that run in the background

For a supplements brand, repeat purchase is everything. “Unlike many medicines, which are often purchased in response to a specific need, supplements are typically part of an ongoing wellbeing routine” they point out. ” The challenge for brands isn’t simply driving the first purchase; it’s helping customers establish a consistent daily habit that keeps them engaged over the long term.”

So replenishment emails are timed to each product’s dosage, while Dotdigital’s AI recommends the next best product, like moving a customer from a 30-day pack to a 60-day one. Both need very little day-to-day attention once they’re live.

Phase 3: Letting segment data lead

Once the rebrand was underway, Metagenics wanted to move beyond trigger-based journeys. Dotdigital’s segment analytics gave him the view he needed, showing total customers, average order value, returning customers, and lifetime value for every segment, and that became the starting point for each new automation.

Repeat buyers are now guided toward a subscription program. Customers who bought from Nutri Advanced but not yet from Metagenics get stronger content on the science behind the brand. Practitioners receive a new education program shaped by their own survey feedback.

Once we rebranded, we wanted to be much more aware of our customer data, instead of relying on linear, trigger-based automation. Dotdigital’s segment tools are where the goldmine is. Focusing on the customer, rather than points in time, has been really valuable for our business.

Lewis Trice, CRM Strategy Manager EMEA, Metagenics

When the data leads, customers stay

Comparing the six months after the rebrand with the six months after the new strategy went live, Metagenics’ UK D2C segments saw:

• Repeat customers increase by 32%
• Revenue from those segments grow by 36%
• Customer lifetime value rise by 32%
• Retention rate improve by 29%

Looking ahead

After delivering a more tailored experience through email, Metagenics focus is now on how they can replicate that feeling on their website.

“We are just scratching the surface of what’s possible,” he says. “As we scale, personalization and integration of AI will be key things for us. There’s so much available on the platform but focus on doing a few things really well and you’ll definitely see the growth.”