- Over 50% Repeat Purchases: Increased from under 30% by automating lifecycle communication.
- Top Revenue Generator: Became the second-largest website sales driver, right after performance marketing.
- Full Funnel Engagement: Expanded from simple cart alerts to multi-stage journey tracking.
- Better Delivery Timing: Used AI predictions to reach customers at their most active hours.
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How Glanbia Performance Nutrition Grew Repeat Purchase Rate from Under 30% to Over 50% Using MoEngage
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About Glanbia Performance Nutrition
Glanbia Performance Nutrition is the sports nutrition company behind global fitness brands like Optimum Nutrition and Isopure. Its Indian direct-to-consumer (D2C) business is three years old, serving active athletes and lifestyle consumers.
We had a significant customer base but lacked the right tools to re-engage them, making us heavily reliant on paid marketing. Today, MoEngage is our second-largest revenue generator. Our repeat rate has climbed from under 30% to over 50%.
Smriti Chaudhary
Channel Manager
The Business Challenge
Within its first year of D2C sales, Glanbia built a database of over 1 lakh buyers. However, without a central engagement platform, the marketing team could only run generic, isolated campaigns. Re-engagement was limited to manual abandoned cart emails, leaving other critical drop-off points unaddressed. To drive repeat purchases, the team relied heavily on paid ads, which increased customer acquisition costs and reduced overall margins.
Re-Engaging the Full Customer Journey
Glanbia partnered with MoEngage to move beyond basic retargeting and build automated journeys across the entire customer lifecycle.
1. Mapping Funnel Drop-off Points: The team connected their website to MoEngage to track where shoppers stalled. Instead of only messaging cart abandoners, Glanbia built automated sequences for visitors who browsed products without purchasing, or who went inactive after their first order.
2. Automating Send Times: Glanbia used Merlin AI to study individual user behavior on their digital channels. The system automatically sends email and WhatsApp messages at the exact hour a customer is most likely to read them, boosting conversion rates.
3. Turning Retention into a Direct Sales Channel: By moving from paid retargeting ads to automated, direct messaging, Glanbia built a predictable retention engine. Owned channels are now their second-largest website revenue driver, right after paid performance marketing.
Products Used
Customer Journey Orchestration
Create unique, seamless experiences at every stage of your customer’s journey.
Website Personalization
Engage and convert visitors with personalized website experiences according to preferences, affinities, and behavior.
Results
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About MoEngage
MoEngage is the agentic customer engagement platform trusted by 1,350+ global brands like McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, and more. MoEngage’s powerful analytics, personalization, and AI capabilities give a 360-degree view of your customers and help you create journeys across digital channels.
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