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:
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.
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.
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.
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.
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.
Through REVIEWS.io’s Klaviyo integration, Vitaco tailors its review request flows by product type:
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.”
Since implementing REVIEWS.io across its brand ecosystem, Vitaco has seen:
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
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.
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.
