How Milkyano helped Australia's fastest-growing supplement retail chain scale their eCommerce revenue, dominate paid channels, and build a full-funnel digital growth engine across 20+ store locations.
+312%
Increase in eCommerce
revenue YoY
−38%
Reduction in
cost-per-acquisition
6.4×
Return on Meta &
Google Ads spend
Supps247 is one of Australia's fastest-growing supplement retail chains — founded in 2016 by Gagan Bajwa in Springvale, Victoria. With 20+ physical store locations across Victoria and Queensland, plus a nationally recognised eCommerce store, Supps247 serves bodybuilders, gym enthusiasts, athletes, and everyday health-conscious Australians.
Their product range spans protein, pre-workout, creatine, recovery aminos, fat burners, vitamins, and gym accessories — stocking top global brands like EHP Labs, Rule 1, Optimum Nutrition, Ghost, and MuscleTech. Their edge: a price beat guarantee, same-day in-store pickup, and genuine expert advice from staff who actually train.
When Supps247 partnered with Milkyano, they had strong retail foot traffic and genuine brand loyalty — but their digital growth wasn't matching their physical expansion. Paid ads lacked structure, email marketing was underutilised, and their eCommerce funnel wasn't converting at the rate their product range deserved.
When Supps247 came to Milkyano, they had real momentum — 20+ stores, a growing online presence, and strong brand loyalty. But their digital engine wasn't keeping pace with their physical expansion. Ad spend was high but inefficient, their email list was sitting idle, and their creative output didn't reflect the quality of the brand. In a category dominated by giants like Chemist Warehouse and MyProtein, they needed a performance system that could punch above its weight.z
Meta and Google Ads were running without proper segmentation, audience layering, or ROAS tracking
Ad creatives were inconsistent and not built for performance — no testing framework, no winning formula
Product launches lacked campaign structure — no build-up, launch, and sustain phases
Email marketing was underutilised — no abandoned cart flows, no win-back sequences, no post-purchase nurture
No omnichannel strategy connecting in-store foot traffic with online retargeting and repeat purchase
Zero data-driven strategy behind budget allocation — channel spend was based on gut feel, not attribution
STRATEGY 01
Paid Ads — Meta & Google
Full-funnel paid media rebuild
We audited and rebuilt Supps247's entire paid media account from scratch. On Meta, we restructured campaigns by product category and audience temperature — cold prospecting with interest and lookalike audiences, warm retargeting for cart abandoners, and loyalty campaigns for repeat buyers. On Google, we introduced Shopping campaigns with optimised product feeds, Performance Max, and branded search protection. Every campaign was tracked to purchase revenue, not just clicks. Within 60 days, ROAS climbed from 2.1× to over 6×.
STRATEGY 02
Email Marketing
Email flows that print revenue around the clock
Supps247's email list was their most underutilised asset. We built a complete Klaviyo flow architecture from the ground up: abandoned cart sequences with product-specific urgency copy, post-purchase flows segmented by category (protein buyers vs. fat burner buyers vs. general health), win-back campaigns for lapsed customers, and a welcome series that converted new subscribers into first-time buyers within 7 days. Within 3 months, email became Supps247's highest-ROAS channel — generating revenue 24/7 with zero ad spend.
STRATEGY 03
Website & CRO
Conversion-focused website redesign
The old website was informative but not built to convert. We redesigned key pages with a clear hierarchy — trust signals front and centre (350+ reviews, $20M insurance, Living Wage Employer), a fast and frictionless quote form above the fold, and mobile-first layouts that matched how their customers actually browse. Calls-to-action were rewritten to match intent ("Get a Fast Quote" over generic "Contact Us"), and we introduced a sticky quote button on mobile to remove friction at every scroll depth.
STRATEGY 04
Promotional Campaign Strategy
Launch, promo, and event campaigns that drive spikes
Supps247's retail calendar is packed — clearance events, brand launches, seasonal sales, in-store activations. We built a campaign framework that turned each of these moments into full-funnel digital events: pre-launch hype content, launch-day paid pushes across Meta and Google, and post-event retargeting to capture stragglers. For their biggest sale periods, we coordinated email, paid social, and Google Shopping into a single orchestrated campaign — hitting the same customer across every touchpoint at the right moment in their buying journey.
STRATEGY 05
Strategy & Consulting
A growth strategy built for scale
Beyond execution, Milkyano worked with the Supps247 team on a 12-month growth roadmap — mapping seasonal peaks (New Year fitness surges, mid-year clearance, Black Friday/Cyber Monday), building coordinated campaigns around each, and creating a live reporting dashboard giving the founding team full visibility across channels. Monthly strategy sessions ensured every dollar was intentional, traceable, and compounding toward the next stage of retail and digital scale.
Within 12 months of partnering with Milkyano, Supps247 saw compounding growth across every digital channel — online and in-store.
+312%
Increase in eCommerce revenue year-on-year across paid and email channels
+240%
Growth in email-attributed revenue after Klaviyo flow build-out
6.4×
Blended ROAS across Meta and Google Ads — up from 2.1× at campaign start
4.2×
Increase in abandoned cart recovery revenue within 90 days of flow launch
−38%
Reduction in cost-per-acquisition after full campaign restructure
+88%
Lift in repeat purchase rate driven by post-purchase email segmentation
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