Huel and Contentsquare agree partnership to improve customer experience

By Nicola Gordon-Seymour

- Last updated on GMT

©Huel/Contentsquare
©Huel/Contentsquare

Related tags: Huel, Contentsquare

UK nutrition brand Huel is partnering with Paris-based digital analytics platform, Contentsquare, to enhance customers’ digital experience and increase revenue.

Huel will specifically look to Contentsquare to analyse customer behavioural patterns that will go on to drive and support the company’s digital innovation strategy.

Contentsquare’s analytics expertise will enable the company to generate higher conversion rates, improve customer engagement and increase retention, according to Huel Chief Technology Officer (CTO), Ollie Scheers.

He explains that the analytics platform can track and visualise digital behaviour on an exhaustive scale and provide in-depth customer insight exceeding that of similar tools such as Google Analytics and Google Optimize. He adds that it therefore' engenders a better understanding of customers’ online decision-making processes and behavioural patterns.'

“When a customer comes to Huel or considers Huel, we want to be able to really understand how we can improve that experience and convince them to become a Hueligan,” ​he said.

“Contentsquare brings us the why. It fills in that gap, so we have insight into explaining why our customers’ behaviour, or why an experiment, wins or fails.”

Focused approach

Huel (H​uman + Fuel​) was launched in 2015 by entrepreneur Julian Hearn and has a global client base with customers in over 100 countries. Production is eco-friendly and ingredients sustainable, so the impact on animals and the environment is minimal.

The “nutritionally balanced”​ plant-based formula was developed by Registered Nutritionist and Dietitian James Collier (with approval from a number of global of dietitians and nutritionists) and is designed to meet the demands of a Western Lifestyle.

It contains 26 essential vitamins and minerals, protein, essential fats, carbohydrates, fibre, and phytonutrients, and is available in six formats, including powder, bars, and ready-to-drink.

The meal replacement brand sold 150 million products between 2019 and 2020 to generate a run-rate of £72m ($100m) - up from £50m and £26m in the two previous years.

Adding value

Despite year-on-year growth, the company recognises the need to optimise customer insight and track capabilities to improve customer loyalty, reduce churn and increase revenue, says Scheer.

Contentsquare’s Journey Analysis feature will track the evolution of problematic navigation issues and identify opportunities to improve the digital experience for subscribers.

Scheer comments, “A lot of our focus is on how we can continue to improve the experience for customers across our different products, markets, and channels, having the right infrastructure to go into these quickly, …. what we can do in our subscription areas to improve retention and reduce churn…, all whilst continuing to offer that high level of experience and service.”

In addition, he maintains that the tracking feature will help Huel understand and manage specific issues, such as how and where customers access the site, where they land, and how they discover products, in order to add value to their proposition.

“As we expand our product range, marketing channels, and regions, we want to answer so many questions. We’re not just focusing on conversion rates, but how we can encourage more customers to try more of the product range, increasing Average Order Value.”

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