Nature’s Sunshine unveils personalization program as part of global 5 step expansion

26 May 2021 --- US-based health and wellness company Nature’s Sunshine is launching a personalization program in which consumers can receive monthly packages of dietary supplements tailored to their needs.

The program is set to roll out in the US market this summer and will form part of the company’s “digital transformation,” in which it aims to build longer-term, in-depth customer relationships. 

Speaking to NutritionInsight, Terrence Moorehead, company CEO, explains the personalization program will be built through consultation practices. 

“When this service becomes available this summer, our practitioners and retailers will have the ability to consult with their clients and customers, assess their needs and offer them the ability to receive their supplements in a recurring manner – presorted, conveniently packed and delivered monthly based on their individual health and wellness needs.” 

“Each customer is different so each packet will be customized based on their personal needs and our practitioner and retailer’s counsel,” he notes.

After the initial US rollout this year, the company has plans to expand the personalization program globally, it says. Its range of vitamins, minerals, antioxidants and other dietary supplements will be made available online and in stores.

Five-point roadmap
Moorehead explains the personalization program is part of a five-point growth roadmap, through which Nature’s Sunshine has for two years been planning to build its business. 

“In early 2019, we completed an exhaustive business review. A multiyear strategy was launched as a result. It is designed to unleash the potential of our business, reimagine our brands and redefine herbal traditions to make the healing power of nature accessible to everyone,” he says. 

Personalized supplements packs designed by Nature’s Sunshine.The plan focuses on five global strategies that will drive the company’s focus on investment priorities as it moves forward: 

• Brand power: To create a more “relevant, aspirational and empowering brand that excites, inspires and transforms the way people think and feel about our company.”
• Field energy: Managing the details needed to create a more attractive and engaging experience for our customers and distributors.
• Digital-first: Developing digital platforms with the goal is to move from managing transactional relationships to creating more personal and sustainable life cycle relationships by improving the overall consumer experience. 
• Manufacturing: Focusing on creating award-winning supply chain capabilities. 
• Creating a high-performance team: To build a more efficient and productive organization. This is by streamlining business processes and empowering employees to take action.

Getting personal 
The company’s new strategy has already attracted thousands of new customers, it says, and has led to record sales in the last three quarters through March 31, 2021. Moorehead also says that the vast majority of the company’s practitioners and retailers have seen their sales and earnings increase since the launch under the new strategy.

Nature’s Sunshine’s personalization project comes amid a slew of industry initiatives aimed at tailoring dietary supplements to individual consumer needs. 

UK-based Nutri-Genetix recently began scaling up its DNA-tailored supplement services after landing investments on national television. 

Innova Market Insights pegged “Tailored to Fit” as a top trend for 2021, noting that 64 percent of global consumers have found more ways to tailor their life and products to their individual style, beliefs and needs.

By Louis Gore-Langton