Kapiva solves for shopper retention with 1:1 personalization

The modern ayurvedic brand is successfully delivering improved shopper experiences and is seeing better shopper retention with Vue.ai.

The big picture


of total revenue flowing through Vue.ai


lift in repeat purchase rate for users engaging with Vue.ai


higher conversion rate from users engaging with Vue.ai

The global wellness industry—valued at $4.5B—is having its moment in the spotlight. Consumers are increasingly looking at the wellness industry through a broad lens. Nutrition and dietary balance are gaining traction along with the need for more choices and accessibility to products that have proven benefits.

Kapiva is one of the fastest-growing direct-to-consumer brands in Asia. The brand successfully delivers holistic Ayurvedic solutions in a modern, accessible, and convenient format. Their focus on quality and variety has helped them address various health and wellness issues through their online site.

Kapiva’s partnership with Vue.ai focuses on identifying and understanding user behavior on the site and across the recommendations implemented. They integrate AI-powered personalization with data-backed experiments on the site to ensure a positive impact on its ROI.

The need

The company’s core focus has been delivering Ayurvedic solutions in a modern, accessible, and convenient format.
They have a growing user base with a high rate of habitual shoppers and a strong retention rate. Shoppers on-site can go through a solutions-based journey based on a specific issue they want to address or a product-based journey with items grouped based on form or ingredient.

The partnership between Kapiva and Vue.ai was designed to:

Provide business intelligence to help the team better understand how shoppers use their site.

Bring in a data-led approach to understanding their shoppers’ journey.

Use personalization as one of the cornerstones to help improve shopper retention and loyalty.

Kapiva partnered with Vue.ai as the solutions offered would fulfill their need to understand
user-behavior better while providing nuanced feedback on how to deliver engaging and relevant recommendations tailored for every shopper on site.


A data-led analysis of the Kapiva site helped us learn and identify patterns in how shoppers used every page and understand how to cater to repeat buyers. The Kapiva team used Vue.ai’s algorithms to run experiments that would surface product recommendations that were of a similar type - form or ingredient - to the products shoppers viewed or have purchased before. The Kapiva and Vue.ai teams also installed ‘Add to cart’ buttons on every product recommendation to simplify every aspect of the shopper experience and lower distractions on site.

Similar product recommendations based on product type for relevant shopper journeys

  • Tweaking the algorithm according to product type helps the Kapiva team understand what drives shoppers forward.
  • Business intelligence-based AI makes experimentations and data-based analysis efficient and faster.
  • The recommendations showed improvement in both attributable revenue and add-to-cart performance.

Add to cart’ buttons on all product recommendations across the site to increase shopper engagement

  • The ‘Add to cart’ button ensures a quick add without navigating away from the page.
  • The button triggers a side pop-up that shows the cart without distracting the shopper or interrupting the journey.
  • A 71.1% lift was observed between the pre and post-ATC (Add To Cart) attribution after adding the button.

Past Purchase modules to ease the shopper journey and cater to repeat buyers on the site

  • Pages that showed shoppers recommendations of products they had bought or browsed earlier led to an increase in click-through rates.
  • Past Purchase modules on the home page helped improve the retention rate.
  • Kapiva also saw a 42% lift in repeat purchase rate from shoppers who engaged with the Past Purchase module.

Key takeaways

  • The wellness market caters to a new generation of users across multiple age groups and geographies. Engaging these new shoppers and fulfilling their desires demands retailers to be ahead of them in how they position themselves, their brand, and their products online.
  • By building a tech-driven, personalized, and data-backed online site, Kapiva has placed the first set of blocks that can drive its growth forward. By partnering with Vue.ai, the next set of blocks has been implemented.
  • True 1:1 personalization can help deliver customized shopper journeys for every shopper by showing them exactly what they want, when, and where they want it. Data-backed solutions help make sense of shopper choices and intent, and strategies that deliver exceptional shopper experiences provide the impetus for users to keep returning to their favorite sites.