How Vitaco Builds Trust and Grows Customer Relationships with REVIEWS.io

Richard Ball

July 8, 2025

5 min read

In a highly regulated industry where trust is everything, Vitaco needed more than just a review platform - it needed a partner in customer experience.

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Vitaco is a leader in the health and wellness space across Australia and New Zealand, with a diverse portfolio of consumer brands. While the company has a strong presence in traditional retail, its growing eCommerce business is now a key driver of customer engagement, brand visibility, and long-term growth.

Vitaco’s brand family includes:

Musashi - a sports nutrition brand focused on protein bars, powders, and drinks for performance and recovery.
Athena - the first sports nutrition range designed specifically for the physiological needs of active women.
Nutra-Life - a specialist supplement line for immune support, joint health, digestion, and more.

A screenshot from the Vitaco website, showing shelves full of their products.

As these brands grow online, each faces a different set of goals, whether it’s building trust, improving conversions, or navigating strict industry compliance.

To support these efforts, Vitaco turned to REVIEWS.io as a foundational platform for collecting, displaying, and actioning customer feedback across the full buyer journey.

The Challenge: Building Trust and Staying Compliant Across Multiple Wellness Brands

Operating in a highly regulated industry, Vitaco must navigate Australia’s TGA (Therapeutic Goods Administration) guidelines, which strictly limit how supplement reviews can be used in marketing. That means customer content must be handled carefully, and cannot be repurposed without the right consent mechanisms in place.

At the same time, Vitaco’s brands vary in maturity. While Musashi has a large and loyal customer base, newer brands like Athena are still in the trust-building phase. Nutra-Life, with its technical product range, sees high-intent traffic but needs to provide clear answers to detailed product questions.

The team needed a scalable, flexible reviews solution - one that could support trust-building for emerging brands, support decision-making for technical products, and stay compliant with evolving regulations.

The Solution: How REVIEWS.io Powers Customer Confidence and Compliance

REVIEWS.io now powers the core of Vitaco’s online review and feedback strategy. It plays a unique role for each brand but supports a shared objective: removing friction in the buying experience and creating confident customers.

Boosting Trial and Credibility for Athena

For Athena, reviews help close the gap between curiosity and conversion. As a newer brand, Athena relies heavily on customer testimonials to validate product quality, taste, and results - especially for first-time buyers.

“Especially with Athena, which is a new brand for us, it’s really important to have those reviews to drive a trial.” - Alex Beattie, Digital Marketing Manager

These reviews also inform site content and campaign decisions, helping Athena develop messaging that resonates with its growing audience.

Answering Customer Questions with Confidence

Nutra-Life customers often seek detailed information about product use, safety, and dosage. REVIEWS.io’s Q&A feature allows shoppers to ask these questions directly on the product page. Responses are crafted in collaboration with Vitaco’s in-house naturopaths and nutritionists to ensure accuracy and compliance.

Beyond helping individual customers, this feedback at scale is mined for recurring themes. Vitaco uses it to proactively enrich product FAQs and web content.

“We actually utilize those questions for a frequently asked question section... It also lets us understand how consumers may be using our product or what they want to know. It’s a two-pronged benefit.” - Alex Beattie

This not only improves the customer experience but also informs broader product education strategies.

Turning Feedback into Better Emails, Pages, and Campaigns

Through REVIEWS.io’s Klaviyo integration, Vitaco tailors its review request flows by product type:

Supplements have a longer delay, usually 21 days, allowing time to experience the effects before being prompted for feedback
Consumables, like snacks or protein bars, prompt review requests much sooner

This ensures that feedback is timely, relevant, and aligned with actual usage.

Vitaco also continues to explore new ways to activate reviews in email campaigns and paid media. For example, the team is collaborating with REVIEWS.io to implement a consent checkbox during review collection - a critical feature for unlocking marketing use while staying compliant with TGA regulations.

“Without that checkbox, we need to go through a longer process to get consent. It creates unnecessary friction. That feature would be a game-changer.”

The Results: Improved Conversion, Reduced Support, and Deeper Insights

Since implementing REVIEWS.io across its brand ecosystem, Vitaco has seen:

Fewer support queries thanks to real-time Q&A and enriched FAQs.
Stronger conversion rates for Athena, where reviews play a key role in building trust.
Smarter review flows that match the customer journey - driven by product timing and brand needs.
Deeper customer insights, helping shape product content and marketing copy.
More compliant infrastructure, laying the groundwork for future marketing use of UGC.

The ability to collect, analyze, and act on feedback at scale has been a key driver of Vitaco’s growing digital presence.

“It’s an integral part of what we’re doing - how we’re building our website around the customer experience.” - Alex Beattie

Supporting Long-Term Growth with Influence

While REVIEWS.io powers Vitaco’s core experience, Influence is being used selectively to support retention goals - particularly through Musashi, which runs a high-performing loyalty program built on tiered rewards and exclusive benefits. The program has already achieved a 21% redemption rate, far exceeding industry benchmarks.

Nutra-Life will soon follow with a phased rollout of Influence, beginning with incentivized reviews (a compliant method under TGA rules) and expanding to a full loyalty journey. Athena may follow as its customer base grows.

Looking Ahead

By putting authentic customer feedback at the heart of its digital strategy, Vitaco has created a trusted, compliant, and scalable experience across multiple brands. From helping new customers feel confident in Athena to reducing support load for Nutra-Life and building loyalty with Musashi, REVIEWS.io enables Vitaco to deliver value at every stage of the buyer journey.

The team continues to explore new ways to turn customer voice into strategic advantage - whether by refining email flows, developing content based on FAQs, or unlocking new marketing opportunities through compliant review use.

If you're ready to turn customer voice into a strategic advantage like Vitaco, book a demo with REVIEWS.io and discover what’s possible.