Predator Nutrition helps more people smash their fitness goals with Salesforce

Predator Nutrition deployed B2C Commerce Cloud and Service Cloud after issues with its previous website, which resulted in a crash at the worst possible moment. “My wife was in labour and our website went down. I decided then and there that I didn’t need that kind of stress in my life!” Johal revealed.

The team used Salesforce Accelerators and brought in an experienced ecommerce director to streamline the rollout and encourage user adoption. The solution went live alongside its ERP and CRM platform in six months.

“Salesforce is genuinely invested in our success,” said Johal. “The platform offers sophisticated out-of-the-box features, which means we can offer a more personalised customer experience, as well as great scalability and reliability.”

One of these features is the intelligent search function, which is key to boosting conversion rates and cart values. When customers search on Predator Nutrition’s website, the results include both products and knowledge articles.

“With Commerce Cloud we can leverage guided selling to help people choose the right products to achieve their fitness goals,” commented Johal, “They can then filter the results by a broad range of criteria, including not just price or popularity, but whether they want to prioritise items that taste good, use natural ingredients, or have a high protein content, for example.”

With Einstein product recommendations, browsers are then targeted with relevant products. Over a 90-day period, the Einstein cart conversion rate was 44%, and 12.8% of revenue generated by 18,000 orders was directly attributed to the solution.

Predator Nutrition doesn’t just want to attract more customers, it needs to retain them too. “Our success is down to doing a number of small things that build up over time,” explained Johal. “With Einstein, we can deliver more value to our customers than our competitors. We also run seasonal promotions using Commerce Cloud.”

The retailer noticed that in the run-up to Black Friday there was often a shortfall of orders in October. To combat this, it now runs a promotion in October rewarding shoppers with early access to Black Friday deals if they make a purchase before the end of the month.

“Salesforce makes it easy to run promotions that work for both us and the customer,” said Johal.

Predator Nutrition also adapted quickly to meet changing demands during the COVID-19 pandemic, leveraging its position as a priority food seller to stock up on pasta and other essentials that customers were struggling to buy at the supermarket.

“When the gyms closed we thought sales would drop. But actually we saw a 916% jump in revenue for fitness equipment and a surge in orders for immune-boosting products, including a 63% rise in vitamins for joint health,” revealed Johal. “Having a diverse portfolio of products meant we could adapt and thrive until gyms reopened.”

Predator Nutrition also published an article on the impact of various nutrients on respiratory conditions to help its customers focus on their health or follow a specific diet, which resulted in another jump in sales. In fact, rather than the predicted slump, monthly growth even exceeded the company’s 20% growth target.

With its website now the only direct-to-consumer channel to market, Predator Nutrition is planning an ambitious revamp with B2C Commerce Cloud for 2021, which will include richer CRM capabilities through its integration with Service Cloud.

Predator Nutrition uses Service Cloud to manage customer cases across multiple channels. “By integrating Commerce Cloud and Service Cloud, we can unlock a 360-degree view of the customer,” explained Johal. “Our teams will be able to track all communications and orders from a single dashboard and have a richer customer conversations.”