Kari Luckett 
Comments
May 17, 2018 
The launch of ecommerce has been a game-changer across the globe and is now something most people can’t live without. It has simplified lives and how we shop by saving us time and money.
For many years, ecommerce megastores dominated the online space, but the availability of ready-to-launch ecommerce platforms and services now make it possible for any company of any size to launch an ecommerce store.
PureFormulas.com (PF) is a health and supplements ecommerce store that officially launched in 2009. We spoke with Daniel Moure, CMO of PureFormulas, to learn more about how they got started and to understand their unique selling proposition.
Jose Prendes, CEO of PureFormulas, started VetAmerica.com in 2001 as an ecommerce store offering pet supplies and medications. However, heavy industry regulations caused Prendes to take a step back and consider other ecommerce avenues.
That’s when Moure and Prendes joined teams to officially launch the new ecommerce site, PureFormulas, and subset VetAmerica as a brand within PF. The merging of their companies proved to be a good move as revenues have increased tenfold.
High Standards Sell Products
PureFormulas.com is heavily focused on transparency and remaining a trusted brand in the health and supplements industry. Today they sell more than 40,000 high-quality health, beauty, food and pet products, and have over 600,000 active customers. Their brand name really is a testament to their high standards and high-quality products.
Most of their products can’t be found in everyday retail shops, and all of them are manufactured here in the United States. PF only works with Good Manufacturing Practices (GMP) facilities, and they visit many of their top partners to ensure they are meeting those standards.
GMP is a system for ensuring products are produced and controlled according to the highest standards, which is promoted by the U.S. Food and Drug Administration (FDA) to minimize production risks.
Not every product on PF is FDA approved, but they do still meet FDA standards. “We are prepared to answer any questions from the FDA if they were to come in, and it’s the same with our manufacturers – they are always ready for an FDA visit,” Daniel Moure said.
He further explained that their website will never make any false claims or use the word cure, which is a big no-no in the health industry. The company only works with the top brands and will follow up on customer complaints to ensure the products they are selling are continually meeting those high operating standards.
Products on the site are differentiated between retail brands and HCP brands with an orange checkmark, which are healthcare or practitioner trusted brands. These brands are more difficult to find elsewhere, and PureFormulas is proud to be a selected retailer of those products.
Customer-Focused Approach
PureFormulas provides customers with more value than competing ecommerce shops by surrounding their products with transparent content, working with in-house nutritionists, meeting MAP prices and providing readily-available customer service reps.
“We sell vitamins and supplements, but we are also trying to sell a lifestyle,” Moure said. PF shares information and works with in-house nutritionists to help their customers make informed and educated purchasing decisions.
Each product advertised on their site will include a description, ingredients, dosage information, precautions and dietary needs information, along with ratings and reviews. Moure knows the manufacturers he works with limit who they sell to, so he’s very focused on giving customers all the information they need.
Although PureFormulas doesn’t offer products at the cheapest price found anywhere else, they do work with the Minimum Advertised Price (MAP). “A lot of our brands drive the price, so they send us the MRP and they will tell us what the minimum price is that we can advertise for that certain product.”
However, one major selling proposition that customers really love is that most products ship for free on their website. Customers today tend to buy products from companies that offer free shipping, or they will wait until they have enough items in their cart to meet the minimum purchasing threshold in order to receive free shipping. There are no hidden fees on PF, so customers will never be surprised by added costs once they are ready to check-out.
PureFormulas also has a team of customer service representatives that are readily available via phone call or online chat, which can be convenient for those who perhaps want more privacy with their questions.
Customer Deals and Rewards
PureFormulas isn’t associated with any deals or coupon websites (like Groupon) because those types of customers are typically looking for the best or cheapest deal around, which doesn’t usually lead to repeat customers.
PureFormulas customers can save money by purchasing products that are featured on their Deals and Coupons landing page, where they could get as much as 25 percent off the purchase price. They also have a rewards program where customers can earn rewards for every single purchase on the site.
Moure explained that it’s a pretty straightforward model where every dollar spent earns one point, and 100 points converts into a dollar in savings. Customers will also get the chance to double their points by making purchases at the beginning of the year or by joining their auto ship program.
“Every year for the past six years, we will do a double your rewards event which happens right after Christmas and runs through January 31, so you will earn two points for every dollar spent.”
Their Auto Ship Program is a recurring program on their platform that allows you to automate shipping of specific products. It’s very customizable for the customer, allowing them to choose almost any delivery frequency, select and change shipping destinations and pause or cancel the program at any time.
For example, let’s say you take vitamin C daily and don’t want to deal with the hassle of buying it again every 30, 60 or 90 days. The customer can determine how often they want that product shipped and will earn double rewards for those auto shipped purchases.
PureFormulas has repeat customers because they only offer the best products around, complete with factual and transparent information and free shipping. “We try to differentiate ourselves by not just selling a product on an ecommerce platform because we are also trying to sell the right product to the right consumer,” Moure said.