Nutrimuscle: rethinking the data model and personalization on Shopify Plus
Nutrimuscle has long been the go-to brand for bodybuilding enthusiasts. To support its growth and reach a broader audience, the brand initiated a strategic shift toward endurance, fitness, and wellness. However, its legacy platform limited its marketing agility and the evolution of its brand image.
To realize this ambition, Nutrimuscle relied on Axome's expertise to lead its Shopify Plus redesign. This project is built on three main pillars: a visual redesign, an in-depth overhaul of the data model, and the integration of Nosto e-commerce personalization.
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A visual redesign to support the new brand image
Expanding into new sports categories required adapting the shopping experience without losing the brand's core identity. Axome designed a new interface based on a Shopify theme, offering a modernized and modular navigation.
- Adaptable Design System: Teams now have access to a library of reusable sections that facilitate page creation and daily autonomy.
- Optimized shopping journey: The structure of the pages and the checkout flow simplifies product discovery and decision-making for all types of athletes.
- Performance and fluidity: The integration ensures fast loading and responsiveness across all devices.
Restructuring the data model: clarity for the product
In the world of sports nutrition, precise information is essential to build customer trust. The redesign helped clean up thee-commerce architecture by restructuring the Shopify data model using Metaobjects and metafields.
The project focused primarily on reorganizing the following technical elements:
- Nutritional composition and amino acid profiles: Centralizing formulation data to ensure clear and standardized display on every product page.
- Ingredients and flavors: Dynamic modeling of ingredients and flavor variations to streamline management and eliminate duplicates.
- Centralized updates: Any change made to a master data point is instantly reflected across the entire relevant catalog.
This data overhaul ensures consistently reliable information and simplifies daily tasks for the catalog teams.
Nosto e-commerce personalization focused on experience and search
To support Nutrimuscle's new positioning, Axome deployed a Nosto e-commerce personalization strategy targeting two key areas: visual discovery and search.
Banners tailored to the athlete's profile
Personalization is applied directly on the homepage through promotional and inspirational spaces (banners, carousels, visual sections). The interface adapts dynamically to the user's segment: a visitor identified with a bodybuilding profile will not see the same carousel as someone interested in team sports or endurance training.
Smart search and intuitive filters
The Nosto engine enhances the internal search function with an intelligent autocomplete system to guide shoppers quickly. Additionally, collection filters leverage new metafields to enable precise sorting (by format, usage, etc.), while maintaining a clear and consistent filtering structure for all users.
Conclusion
By combining the Shopify theme, a comprehensive restructuring of the data model and targeted personalization with Nosto, Axome helped Nutrimuscle successfully evolve its brand. The site now offers a seamless, transparent journey tailored to the needs of every athlete.
Do you have an e-commerce redesign project or want to optimize your data architecture?
Contact the experts at Axome to discuss your digital challenges or discover our services forShopify Plus e-commerce support.
