NEOM Wellbeing: Transforming Customer Experience Through Digital Innovation.

Table of Contents

1. Key Highlights:
2. Introduction
3. The Advantage of Upgrading Technology
4. Embracing Subscription Services
5. Streamlining Shop Operations
6. The Impact of Digital Transformation
7. Industry Context: NEOM Wellbeing's Position

Key Highlights:

• Significant Growth Metrics: NEOM Wellbeing achieved a 34% increase in checkout conversion rates and a 10% rise in order volumes after upgrading their digital infrastructure.
• Unified Commerce Approach: The integration of Shopify POS across their Wellbeing Hubs streamlined retail operations and unified online and offline experiences, enhancing customer insights and operational efficiency.
• Future-Ready Development: Continuous enhancements, including the introduction of Shopify's subscription services and potential AI integrations, position NEOM Wellbeing for sustained growth in the health and beauty sector.

Introduction

In an age where consumer expectations are evolving faster than ever, businesses must innovate continuously to meet their customers' needs. NEOM Wellbeing, a brand dedicated to enhancing the quality of life through natural products, exemplifies how leveraging advanced technology can uplift a company’s operational efficiency and customer experience. Founded in 2005 by Nicola Elliott and Oliver Mennell, NEOM embarked on a mission: to fuse wellbeing with sustainability through high-quality products. With an ever-growing market presence in the UK, Europe, and the US, their recent strategic initiatives have seen remarkable success in achieving a digital transformation that not only aligns with their growth aspirations but also resonates with their brand promise of promoting wellbeing.

The Advantage of Upgrading Technology

Challenges in Scaling Operations

NEOM Wellbeing's journey has not been without challenges. After initially migrating from Magento to Shopify in 2018, the company faced limitations in their ecommerce infrastructure that hindered its ability to scale efficiently. The previous setup, a mix of customized solutions and off-the-shelf components, could not support their expanding operations and sophistication.

One of the significant hurdles was the operation of their Wellbeing Hubs—physical retail spaces designed for immersive customer experiences—on a separate point-of-sale (POS) system. This disjointed system created obstacles in achieving visibility and consistency in inventory management, pricing, and promotional strategies across digital and in-store channels.

Clare Jerome, Technology Product Manager at NEOM Wellbeing, articulated the urgency for an upgrade: “We got the most we could from our first build, but we were definitely ready for an upgrade to support us through the next phase of growth.”

A Strategic Shift to Unified Technology

Recognizing the need for a more holistic approach, NEOM Wellbeing decided to upgrade to the latest version of Shopify in 2023, a move that was not just about adopting new technology but about ensuring their operations could support future ambitions. The upgrade resulted in enhanced site speed and greater reliability, essential attributes for managing periods of high shopping volume.

By utilizing Shopify Sections, the NEOM team streamlined their ability to customize and manage their website content, transforming operations from a labor-intensive process into a more agile and responsive activity. This reduction in reliance on custom development not only improved the efficiency of their online operations but also allowed the team to quickly adapt to changing market demands.

Embracing Subscription Services

Introduction of Shopify Subscriptions

With the migration completed, NEOM Wellbeing could now leverage Shopify's powerful subscription functionalities. The previous limitations tied to third-party discount systems had often impeded the customer experience. However, by adopting the native Shopify Subscriptions application, NEOM simplified the process of integrating various discounts and offers, thereby enhancing customer engagement.

Feedback from customers has been overwhelmingly positive since the switch. In just a few months, this new model has opened avenues for further exploration into gift subscriptions, allowing customers to curate personalized experiences that address their unique wellbeing needs.

Innovating Customer Experiences

The team at NEOM Wellbeing has gone further by creating a "Gift Builder" tool—an engaging interface allowing customers to select and combine products tailored to their specific health and beauty requirements. This feature signifies NEOM’s commitment to bolstering customer engagement through personalization and innovation.

Streamlining Shop Operations

Implementation of Shopify POS

The integration of Shopify POS across the Wellbeing Hubs has been pivotal in creating a seamless retail environment. NEOM Wellbeing’s strategy to unify online and offline experiences has allowed store teams to provide consistent interactions, whether customers are shopping in-person or electronically.

Shopify POS has also enabled the NEOM team to accept online gift cards, run promotions, and onboard customers onto the Neom Points loyalty program, developed in conjunction with Loyalty Lion. This holistic approach has enhanced the understanding of customer behaviors and preferences, paving the way for deeper insights and more informed business decisions.

In challenging environments, such as buildings lacking stable connectivity, the reliability of Shopify POS means that staff can effectively conduct transactions without constantly worrying about their internet connection. This not only improves operational efficiency but also elevates customer satisfaction through reduced wait times and increased service reliability.

The Impact of Digital Transformation

Results That Speak Volumes

The enhancements made since the transition have propelled NEOM Wellbeing into a new growth trajectory. Their metrics indicate a remarkable 34% increase in checkout conversion rates and a 10% uptick in order volumes. These figures highlight a strong and sustainable future for NEOM Wellbeing, affirming the brand’s ability to not only adapt but thrive amid evolving market conditions.

The infrastructure upgrade has allowed NEOM to expand its footprint, facilitating international growth in key markets such as the EU and US. NEOM’s ability to reach global audiences is further empowered by Shopify Markets, which enables user-friendly experiences in multiple languages and currencies.

Forward-Thinking Strategy

Looking ahead, NEOM Wellbeing is strategic about harnessing technological advancements that can bolster future growth. Clare Jerome highlighted the company’s forward-thinking stance, stating that the integration of tools like Shopify Email can revolutionize their marketing strategies by enabling targeted and segmented campaigns. Moreover, innovations such as AI through Shopify Magic promise to optimize operations, enhance customer interactions, and streamline discount processes, alleviating operational burdens.

Industry Context: NEOM Wellbeing's Position

In the highly competitive health and beauty sector, NEOM Wellbeing stands out by placing emphasis on ethical sourcing, customer-centric product offerings, and robust operational frameworks. With increasing awareness surrounding personal wellness and wellbeing products, brands aligned with these values are positioned to capture market share effectively. NEOM has not only embraced this trend but has also actively contributed to it by offering products designed to promote mental, physical, and emotional health.

By leaning into digital innovations while championing customer engagement, NEOM Wellbeing sets an example for brands looking to enhance their operational frameworks and create lasting value in the lives of their consumers.

FAQ

What is NEOM Wellbeing and what products do they offer?

NEOM Wellbeing specializes in natural wellbeing products aimed at enhancing sleep, reducing stress, boosting energy, and improving mood. Their product offerings range from essential oils to wellness gadgets and bath products.

When did NEOM Wellbeing migrate to Shopify?

NEOM Wellbeing migrated to the Shopify platform in 2018, and they recently upgraded to the latest version of Shopify in 2023 to enhance their operational efficiencies and growth capabilities.

How has upgrading to Shopify impacted NEOM Wellbeing?

The upgrade has led to notable increases in checkout conversions (34%) and order volumes (10%). The platform's enhanced features also allowed for a more unified approach to customer engagement across online platforms and their physical Wellbeing Hubs.

What new features is NEOM looking to incorporate going forward?

NEOM Wellbeing is exploring integrations like Shopify Email for targeted marketing campaigns and AI tools such as Shopify Magic for operational optimization in areas like discounts and customer engagement.

How does NEOM Wellbeing prioritize sustainability?

Founded with a mission focused on wellbeing and positive environmental impact, NEOM Wellbeing emphasizes the ethical sourcing of their ingredients and products, aligning with consumer expectations around sustainability.

Through a combination of innovation, customer engagement, and strategic technology upgrades, NEOM Wellbeing exemplifies how a brand can thrive and create value. This holistic approach positions them not only as a leader in the health and beauty space but also as a beacon for brands aspiring to enhance their operations while prioritizing customer wellbeing.