Wellness brand AI personalization case study

Client context

A wellness brand offered dozens of SKUs across vitamins, supplements and functional products. Customers often arrived knowing they wanted to improve their health but not knowing which specific products were right for their goals.

The brand's broad catalog was both an asset and a challenge. While comprehensive product range attracted diverse customers, it also created decision paralysis. Cart abandonment was high, and customer feedback indicated uncertainty about which products to choose.

The brand had seen success with in-person consultations at their retail location but needed to replicate that guided experience online.

The challenge

The personalization project needed to:

• Guide customers to the right products based on their health goals and preferences
• Reduce decision paralysis that was driving cart abandonment
• Increase conversion rate and average order value
• Support personalized bundle recommendations that felt curated rather than generic
• Integrate with subscription functionality for ongoing personalized delivery
• Collect zero-party data for ongoing personalization and marketing

The solution needed to feel genuinely helpful rather than gimmicky, maintaining the brand's credibility in the wellness space.

What Starcodia delivered

Starcodia implemented a personalization strategy combining quiz-based recommendations with AI-powered dynamic content.

Health goal quiz. A guided quiz collected information about customer health goals (energy, sleep, immunity, etc.), dietary preferences, lifestyle factors and any existing supplements. The quiz was designed to feel educational rather than transactional, building trust while collecting preference data.

Personalized bundle recommendations. Based on quiz responses, customers received a personalized product bundle recommendation. The recommendation explained why each product was suggested, linking to their stated goals. Bundle pricing incentivized the recommended combination while allowing customization.

AI product recommendations. Beyond the quiz, AI-powered recommendations appeared throughout the site. Product pages showed "completes your routine" suggestions. Cart pages showed additions based on cart contents. Returning visitors saw recommendations based on purchase history and browsing behavior.

Subscription integration. Personalized bundles were offered as subscriptions with subscribe-and-save pricing. The customer portal allowed subscribers to adjust their bundle each cycle based on evolving needs.

Zero-party data capture. Quiz responses were captured in customer profiles and synced to Klaviyo. Marketing segments were created based on health goals, enabling targeted campaigns and personalized email content.

Dynamic content. Homepage and collection pages adapted based on known customer preferences. Returning visitors saw content relevant to their health goals rather than generic merchandising.

Results

Personalization delivered measurable improvements in conversion and revenue:

• Materially higher conversion for quiz completers. Customers who completed the quiz converted at significantly higher rates than those who browsed without guidance.
• A higher average order value. Personalized bundle recommendations increased basket size compared to single-product purchases.
• A large share of new customers complete the quiz. Strong quiz engagement provided rich zero-party data for ongoing personalization.
• Higher subscription conversion. Personalized bundles with subscription options drove higher subscription sign-up rates than generic subscribe-and-save offers.
• Improved email performance. Segmented campaigns based on health goals achieved higher open and click rates than generic emails.

Services and capabilities demonstrated

• Health and wellness expertise
• AI product recommendations
• Subscriptions and membership
• Quiz and personalization development
• CRM integration (Klaviyo)

Discuss a similar project

If you want to add personalization and guided product recommendations to your Shopify store, Starcodia can share more details and discuss how the approach would apply to your products and customers.