Overview
SuppKings is an Australian nutrition retailer that grew fast over a couple of years, expanding from one warehouse to three and more than doubling its year-on-year online revenue. They sell sports supplements like protein powder, creatine and amino acids to athletes, casual gym-goers, sports enthusiasts and everyday people looking to improve their training results.
The retail landscape in the supplement industry is extremely competitive, with customers making buying decisions based on price, trust and experience.
SuppKings had dominated social ads, mixing brilliant creative with attractive offers, but competitors undercutting them on price remained a constant pain point when it came to winning new business.
Tim and Mike knew that not all shoppers decide on price, and that a great experience was the key to repeat business. So the team leaned into their strengths of tailored advice, customer service, fast shipping and happy customers, and turned that into social proof across their own site and the comparison sites their future customers would find, like Google, ProductReview and Facebook.
Establishing the brand
As a retailer, SuppKings stock a variety of well-known, well-established brands. Customers already knew what to expect from a product like Optimum Nutrition, but they did not necessarily know what to expect from SuppKings as a retailer. That is where the team saw an opportunity to build the brand and become known not just for their range and their prices, but for their service, fast shipping and on-tap advice.
They were particularly interested in building momentum on ProductReview.com.au as an organic traffic channel. At the time, the Protein and Supplement Retailers category was wide open, and only a couple of other brands had paid it any attention.
That is when they began using Cloutly to drive post-purchase reviews. In just 3 short months they grew from 3 reviews to 172, improved their rating from 3.5 stars to 4.8 stars, and took a top 5 place inside their category.
Transforming reviews into revenue
With hundreds of happy customers across Google, ProductReview and Facebook, SuppKings wanted to show those reviews on their own website.
They knew shoppers were suspicious of on-site reviews that could easily be faked. Displaying third-party reviews in a single dynamic widget added legitimacy to that social proof and gave shoppers more confidence.
In a 2020 month-to-month A/B comparison, adding a site-wide Cloutly review widget to the SuppKings store increased average add-to-carts by 21%. That is 21% more people heading towards the checkout with the intent to buy.
