Unlocking growth with shopper switching and retention

The challenge

Vytalogy operates in one of the most competitive and volatile consumer health categories - sleep supplements - where over 500 active competitors compete for shopper attention and loyalty is fragile. While Natrol maintained leadership in base melatonin, the company's strategic ambition was clear: expand into melatonin-plus and non-melatonin formats to fuel future growth. To do so, they needed more than topline sales - they needed precise insight into evolving consumer needs, loyalty threats, and the behavioral triggers behind churn.

Despite strong year-over-year performance, the team lacked clarity on why and where shoppers were defecting. Native retailer dashboards provided isolated views, but could not connect the full picture.

Vytalogy needed an omnichannel intelligence system that could bridge online and in-store behavior across Amazon, Walmart, and Target, revealing cross-platform switching patterns and identifying at-risk segments before performance slipped. At the same time, R&D needed forward-looking visibility into emerging ingredients like magnesium, GABA, and Akkermansia - signals of shifting consumer preference that, if detected early, could shape innovation strategy and ensure Vytalogy stayed one step ahead of the category.

The solution

In the highly dynamic VMS (vitamins, minerals, and supplements) category, Vytalogy Wellness partnered with Stackline to transform fragmented retail signals into a unified strategy for shopper acquisition, retention, and innovation. Leveraging Stackline's integrated intelligence ecosystem - including Atlas, Beacon Pro, and Shopper Analytics - the team gained comprehensive visibility into omnichannel behavior, category shifts, and emerging consumer trends, all within a single connected framework.

This intelligence derived from Atlas revealed critical nuances across Vytalogy's portfolio: while Amazon retention remained stable, both Walmart and Target showed sharper declines, prompting targeted loyalty interventions. The platform surfaced a 23% YoY increase in switch-ins from a top competitor in the sleep supplement space and identified key churn destinations - insights that shaped repositioning strategies and message refinement.

With over half of Natrol's shoppers entering as first-time buyers, the team intensified its focus on converting trial into sustained brand loyalty. Real-time diagnostics, powered by automated alerting and campaign performance signals via Beacon Pro, enabled Vytalogy to make rapid, informed decisions across media and messaging. These insights, combined with behavioral analytics and SKU-level trend detection, highlighted rising demand for ingredients like magnesium, GABA, and Akkermansia - fueling innovation and aligning product development with evolving consumer preferences.

Additionally, shopper frequency and overlap data from Shopper Analytics - such as cross-channel behaviors between Amazon and Walmart - were instrumental in optimizing subscription models and synchronizing omnichannel messaging strategies.

"Stackline is a valuable resource that helps us identify emerging trends and influence our innovation process"

With Stackline's unified infrastructure in place, Vytalogy turned complex data into coordinated action, driving growth across retention, acquisition, and product innovation with speed and precision. "In the dynamic VMS industry, Stackline is a valuable resource that helps us identify emerging trends and influence our innovation process," said Tyler Larson, Manager, Brand Analytics.

"Stackline gave us a pulse on the category and a scoreboard for performance, helping us take precise actions that delivered growth and gained share," said Matt Kelly, VP of Ecommerce. With Stackline's infrastructure in place, Vytalogy turned complex data into coordinated action - driving performance across shopper retention, acquisition, and forward-looking product strategy.