“Afterpay increases our average order value by 10%.”
From the kitchen to a $30m business: Nutra Organics shares how Afterpay has helped the health food brand grow.
The Afterpay Advantage:
Afterpay makes Nutra Organics subscriptions more accessible to customers.
Afterpay Day helps attract new customers to Nutra Organics and drive sales.
Afterpay is convenient and simple to use for customers.
When Mark and Darlene Powell launched Nutra Organics from the kitchen table, they were among the first to appreciate the potential of “superfoods”.
More than two decades later, Nutra Organics has become a $30m brand - and the husband and wife are still ahead of the curve. They understood the benefits of Afterpay early on, and began offering it to customers in 2018.
“The consumer loves Afterpay… and we love it as a business,” says chief operating officer Ricki Harrison (Mark and Darlene’s daughter). “It’s with us for the long haul.”
About Nutra Organics.
Today, Nutra Organics sells one product every 30 seconds and supplies its supplements, powders and health products to thousands of stockists, from pharmacies to grocers and specialty stores.
Afterpay increases average order value.
When the brand began offering Afterpay, Harrison says they noticed an immediate increase in sales and average order value. “There was definitely an uptick straightaway, and people took advantage of the platform right off the bat,” says Harrison, who adds that customers who shop with Afterpay spend 10% more on average than those who pay with other methods.
“Afterpay makes buying more accessible: not everybody has $50 to spend on a protein powder every week."
Afterpay makes Nutra Organics more accessible.
The Nutra Organics team is passionate about improving the wellbeing of their customers - and that means ensuring that products are accessible.
“We're not an inexpensive product,” says Harrison. “Afterpay makes buying more accessible: not everybody has $50 to spend on a protein powder every week. Or say they want to buy three flavours of something because they want to see whether their kids like them – you can go ‘Oh, I'm going to buy all three because I'm going to get free shipping, I'm going to pay it off on Afterpay’ and you feel like you’re winning.”
Afterpay boosts subscriptions.
Nutra Organics recently introduced a subscription service, partly aimed at making purchasing easier for busy mothers. Harrison says that offering Afterpay has been instrumental in getting customers on board. “We have many subscribers that use Afterpay – it's a super simple process.”
Overall, she says, Afterpay makes life easier for customers. “It's super convenient for the consumer and just gives people an option. Plus, the platform is well established, people understand what it is.”
Afterpay Day drives sales.
Afterpay Day has become a key date in Nutra Organics’ marketing calendar. In August 2023, the number of purchases made with Afterpay nearly doubled compared to previous months. “We see a great lift in new customers during Afterpay Day,” adds Harrison.
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