LAMBERTS HEALTHCARE
Lambert’s Healthcare which trades as Nature’s Best specialises in vitamins and nutrition supplements selling direct to consumers via its catalogues and website. It achieved joint winner of the Campaign, Partnership & Channel Mastery: Catalogue, Creative & Production sponsored by Citipost* category award.
* the other joint winner of this category was Scotts & Co (see P36) SPONSORED BY:
2021 was an unprecedented year for Nature’s Best with nutritional support becoming increasingly important, with immunity health hitting the headlines. Tis led to many consumers turning to vitamins, minerals and supplements. Te Nature’s Best team felt it was ‘an absolute privilege’ to support the wellbeing of consumers during the challenging time.
Te business doubled the number of customers recruited year on year, gained 3000 additional customer reviews on Trustpilot -consistently achieving 5 star status, and produced over 2000 pages of educational material on topics ranging from lockdown to anxiety.
Following the Covid peak the supplements category saw a decline in growth, however, the sector has seen increased competition from countless online retailers including Amazon. Tis spurred Nature’s Best to execute a strategy to support customers’ health and wellbeing though education on different health concerns and associated nutrients. To provide a safe, trustworthy place where consumers can obtain expert advice and information – which
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would encourage engagement with the brand through interaction with its expert nutrition advisors, drive basket size and product selection.
Te team created a number of print publications for consumers including: Welcome to Nature’s Best, Nutrition and Lifestyle Guide, Gut Health, Lockdown Life, Vision Health, Anxiety, Men’s Health – each of which dealt with typical questions asked by customers. Titles were selected for insertion into customer parcels based upon purchasing history. Te effect was positive feedback from customers, an increase in basket size with many consumers adding a multivitamin to their core nutrition regime.
Te content of these print publications was also then published to the Nature’s Best website in its blog and knowledge hub and availability was communicated to customers via its targeted email campaigns.
Nature’s Best also partnered with Blue Light Card to give front line workers across the NHS, emergency services, social care sector and armed forces, special discounts.
homeofdirectcommerce.com | Direct Commerce
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