INDI Supplements is a heartfelt venture founded in 2020 by husband-and-wife duo Chris Read and Helen Snook. Motivated by their own struggles to find natural, effective supplements, they set out to create a range that bridges the nutritional gaps prevalent in modern Western diets. Their mission is simple yet profound: to harness the healing power of nature to enhance everyday health and well-being.
What sets INDI apart is its commitment to using real, plant-based ingredients delivered in meaningful doses. By focusing on whole foods and avoiding synthetic additives, they offer supplements that the body can easily recognise and absorb. Their products aim to support various aspects of health, from improving gut function and mental clarity to promoting restful sleep and sustained energy.
INDI’s range of supplements for Mind, Body, and Rest has become a key part of their customers' daily nutritional routines. However, the nature of repeatedly purchasing the same supplements presents both a valuable opportunity and a challenge for INDI — introducing their existing customers to the wider range of products they offer.
INDI’s initial cross-sell strategy used a standard, blanket 60-day post-purchase Klaviyo flow, with limited data insights. While this made it straightforward to present customers with other supplements, it fell short for two key reasons:
Helen Snook, Co-Founder & CMO, INDI Supplements, commented on the problems faced before Relo.
"Indi's original Cross Sell flow was a more generic solution - sent a standard 60 days after purchase and without specific product recommendations."
INDI partnered with Relo to help their customers discover other products in their supplements range. By tapping into Relo’s proprietary data intelligence, INDI now understands its customers’ buying habits better and can suggest supplements that are more in tune with their lifestyle.
They started by integrating Relo with their Shopify store, allowing them to automatically predict when a customer might be ready to try something new and what other supplements might catch their interest. These predictions are based on each customer’s individual journey — from what they’ve bought before, how often they order, to other factors that could shape their next purchase.
“Relo's Cross Sell solution helps with custom timing - sending at the optimum time based on purchase history. In the new flow, we're also using Relo's Cross Sell block, which provides a personalised product recommendation.”
Helen Snook, Co-Founder & CMO, INDI Supplements
Here's a sample of INDI’s customer predictions. In just minutes, they had a precise list of who to target, when, and with which product.
Relo then automatically pushed those predictions to INDI's Klaviyo dashboard, immediately making them actionable and helping to drive revenue.
Here’s an example of how INDI Supplements used Relo’s cross-sell predictions to create a simple flow. Each product offering is tailored to the individual customer, as shown on the right-hand side of the Klaviyo preview. In this case, Relo spotted from Kirsten’s previous orders that she could be interested in the Recover supplement.
“I found the Relo team proactive with suggestions, quick to respond, and keen to ensure we were happy with email build and display. For example, they put a solution in place to display discounted/cross-out product prices where an email discount was offered. They also made practical suggestions like making it a three-email flow (rather than two), and testing the discount positioning within the flow.”
Helen Snook, Co-Founder & CMO, INDI Supplements
Within a month of implementing Relo, the results speak for themselves. During this period, INDI added an entirely new, best-performing repeat revenue stream to their Klaviyo setup, achieving a 29% increase in cross-sells and a 4.4x ROI.
Thanks to these changes, INDI Supplements improved both repeat revenue and the overall performance of their Klaviyo setup. Beyond the strong returns, the ability to introduce customers to their broader product range has created new opportunities for discovery and future purchases.
