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Home > Projects > Nutriben

Scaling a Baby Nutrition Company Across Europe With Shopify and Smarter Customer Journeys

Industry

Baby Nutrition & Health

Region

Spain

Platform

Shopify

Model

B2C

nutriben-hero

About the client

The client, a household name in baby nutrition, has earned decades of trust among Spanish parents. Their mission is simple yet powerful: support healthier childhoods with science-backed products and guidance. But their legacy system was slowing them down, making it harder to deliver the seamless experience families expected.

That’s where Elogic Commerce stepped in. We replatformed their store to Shopify, streamlined operations, and introduced loyalty and personalized shopping features to keep parents engaged and coming back.

What the client set out to achieve

The client came to Elogic Commerce with a strong vision. Together, we translated that vision into a clear set of objectives that would guide the replatforming:

Replatforming for growth

Move from WordPress to Shopify to gain scalability, speed, and easier store management.

User-centric storefront

Build a high-conversion experience tailored to Spanish-speaking shoppers with intuitive navigation and local relevance.

Loyalty integration

Implement a rewards program where customers can track points, redeem benefits, and access exclusive content.

Dynamic product catalog

Deliver personalized recommendations based on a child’s age, updated automatically to fit each family’s needs.

Operational efficiency

Integrate WMS, PIM, payments, and reviews to streamline workflows and reduce manual effort.

Key challenges driving our approach

Defining the goals was only the first step. Turning them into a functional ecommerce system came with its own set of challenges.

Replatforming complexity

Migrating from WordPress to Shopify meant moving thousands of products, customer accounts, order histories, and SEO data without breaking existing traffic or losing years of loyalty.

Localized experience

Building a store that truly resonated with Spanish-speaking families required more than translation. Every interface element—from filters to checkout flows—had to reflect cultural expectations and shopping habits.

Personalization at scale

 Creating a dynamic catalog driven by a child’s age introduced a technical challenge: product logic had to update automatically, across multiple profiles, without slowing down site performance.

System sprawl

Integrating WMS, PIM, payments, reviews, and marketing tools into one smooth workflow risked turning into a spaghetti of data flows and dependencies.

What we built together

Once the challenges were mapped out, our team built a step-by-step roadmap to turn strategy into tangible results. Each workstream was designed to address a specific pain point while preparing the client for long-term growth.

Key technologies:

Ecommerce platform
Shopify
Theme & UX
Innova Shopify theme (customized)
Loyalty & engagement
Joy Loyalty app
ERP & WMS
Hive
PIM
SalesLayer
Payments
Shopify Payments (PayPal, Apple Pay, Google Pay)
Marketing & analytics
Klaviyo, Google Analytics 4 (GA4), Google Tag Manager
Search
Doofinder
Reviews
Air Product Reviews

Custom online ordering experience

We rebuilt the entire customer journey on Shopify using the Innova theme, tailoring it to the brand’s identity. 

The flow from homepage to checkout was restructured to reduce friction at every step. A single product detail page now supports custom pack options—1 unit, 6 units, or 10 units—giving customers flexibility without overcomplicating the interface. 

Navigation, filters, and discovery tools were reworked to be mobile-friendly and intuitive, ensuring families could find what they needed in just a few clicks.

Loyalty program integration

We integrated a full loyalty engine through the Joy Loyalty app and designed a custom dashboard where customers can track points, redeem rewards, and access exclusive content. Dynamic blocks highlight promotions, consultations, and nutrition advice to keep engagement high. 

While Shopify limits point redemption to the cart, we still ensured the experience feels seamless and consistent across the store.

Custom features for personalization

To bring personalization into the shopping flow, we built a dynamic catalog and upsell logic that automatically adapts product recommendations to a child’s age. Multi-child profiles and pregnancy tracking allow families to see offers that evolve alongside their needs.

System integrations

Behind the scenes, we connected Hive for warehouse and inventory sync, SalesLayer for centralized product data, and systems for payments including PayPal, Apple Pay, and Google Pay. 

We layered on Klaviyo, GA4, and Google Tag Manager for marketing and analytics, Doofinder for smarter search, and Air Reviews for automated, moderated feedback.

Design implementation

The front end was rebuilt with a branded, conversion-optimized layout. Responsive design, motion UI, and high-resolution visuals were paired with modular CMS components, giving the client’s team full control over content. 

Accessibility, SEO-friendly blog migration, and interactive features like forms, calculators, and banners rounded out the workstream, ensuring the store could scale while staying compliant and user-friendly.

The tangible outcomes of our
partnership

Every workstream led to specific deliverables that reshaped the store into a modern, scalable platform:

  • Data migration completed

    Product information, customer accounts, order history, blog content, and SEO metadata were transferred from WordPress to Shopify without loss or disruption.

  • New shopping flow live

    A redesigned homepage, improved filters, and personalized paths powered by child-age logic created a smoother journey from entry to checkout.

  • Loyalty program embedded

    Points tracking, redemption, and exclusive catalog access were implemented across registration, customer accounts, carts, and product catalogs.

  • Compliance secured

    GDPR, cookie policies, and privacy controls were built in from day one.

  • Checkout rebuilt

    Local payment options like PayPal were enabled, supported by a simplified cart design to cut friction.

Business wins that came along

The real impact of the project showed up in how these outcomes transformed day-to-day operations and long-term strategy. Each improvement helped the company work smarter, move faster, and grow stronger:

Full marketing autonomy

Us replatforming the brand’s store to Shopify gave the team complete control over their content, promotions, and campaigns. Updates that once required developer time now go live in minutes.

Personalized customer journeys

Product offers now adapt to each child’s stage, supported by intuitive navigation and smart filtering. The store evolved from transactional to truly engaging.

Lean, scalable operations

Shopify’s native ecosystem reduced maintenance overhead and simplified workflows, freeing the team from constant technical upkeep.

Future-ready foundation

With a cleaner tech stack in place, the brand is ready to expand into social commerce and marketplace integrations without rebuilding its core systems.

The road ahead

The next phase of the journey focuses on scaling capabilities even further:

1

Expanding digital reach through social shopping channels

2

Launching marketplace integrations with optimized product feeds

3

Growing loyalty with automated rewards and personalized email journeys

4

Introducing A/B testing, heatmaps, and event tracking for sharper insights

elogic-partner

Scaling starts with the right partner

This partnership delivered a modern platform, personalized shopping, and streamlined operations; all built for growth. At Elogic, we help ecommerce brands achieve the same transformation.
  Ready to scale your store with confidence? Let’s talk about building your next digital success story.