Leveraging Shopify integrations to unlock >30x ROAS in 3 Months
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Zita West is a pioneer in the fertility and reproductive health space, founded by midwife and fertility expert Zita West. The UK-based brand combines decades of clinical expertise with holistic support, offering vitamins, supplements, visualisations, books and webinars.
Scaling Thoughtful Engagement Without Sacrificing Personal Touch
Zita West has become renowned for helping women and men through every reproductive stage, from preconception to pregnancy and beyond. What began decades ago as a specialised clinic has branched into a range of supplements, developed alongside and grown from real-world clinical practice.
As Zita West’s product range grew into one of the most comprehensive on the market, the need for sensitive, tailored support grew alongside it. To meet this demand, Zita West offered standard customer service channels and free 20-minute one-to-one consultations. These sessions became a lifeline for customers making sensitive reproductive health decisions—but they were resource-intensive and stretched internal teams' capacity.
Francesca Gambrell, General Manager at Zita West Products, recognised that if the team could handle routine questions more efficiently and gather better insights into each customer’s unique journey - they would free up time to offer even more relevant, personalised guidance when it matters most.
The opportunity was clear, but there was a catch: increasing efficiency without sacrificing the warmth, trust, and caring support that define the Zita West brand.
The team briefly explored the early AI customer service options on the market, but found they didn’t meet Zita West’s high standards for care and accuracy. Given the sensitivity of fertility journeys, it was essential to have complete confidence and control—ensuring the tool could deliver support with the same expertise as their own staff.
Fostering Customer Connections with Targeted Campaigns and Automated Flows
Zita West’s team experienced an exceptionally smooth onboarding process with Merx. Francesca notes, “This is the most supported we’ve ever felt when implementing something new.”
From day one, Merx prioritised open, two-way communication to map Zita West’s goals and needs. As Francesca notes, “Merx genuinely understands how important this is for our customers.” Drawing on experience with similar brands, Merx proactively offered recommendations and tailored every strategy and solution to help Zita West achieve meaningful, measurable results.
With Merx’s WhatsApp-integrated solution, Zita West delivers:
- Personalised campaigns and flows: The team builds highly segmented marketing journeys and automated flows directly in the Merx platform—including welcome sequences, abandoned cart reminders, and tailored promotions that reflect each customer’s life stage. This ensures guidance and education reach the right audience at the right time.
- Scalable customer support: Powered by Merx and soon to launch, the AI-driven assistant handles routine questions about supplements, fertility, and nutrition. With the confidence that these questions are being answered accurately and consistently, the staff can focus on customers with more complex needs.
- Deeper customer relationships: Automated yet meaningful communication keeps Zita West connected with customers—maintaining regular touchpoints, sharing timely educational content, and staying connected as customers’ needs evolve. “We’re able to build trust and loyalty with our customers far more effectively through Merx than with traditional marketing channels,” shares Francesca.
Zita West also has access to zero-and first-party data gathered from customer interactions. With these insights into customer preferences, behaviours, and questions, the team spots where more education or reassurance is needed, fueling smarter content and more personalised outreach.
With Merx, Zita West is strengthening its foundation, scaling education, support, and personal connection without compromise. The result: stronger engagement, informed customers, and enduring trust at every touchpoint.
The WhatsApp channel generated 4.4% of total E-Commerce Revenue in the first 3 months
With Merx, Zita West unlocks a way to connect with more customers, helping them feel seen and supported during highly vulnerable moments. This approach delivers real impact in a sensitive area, strengthening engagement and building lasting trust with their community.
Key outcomes so far:
- 30x ROAS in 3 months
- 4.4% of e-commerce revenue attributable to WhatsApp (in first 3 months)
- 17% conversion on abandoned cart triggers
Looking ahead, Zita West plans to launch new lifecycle flows and educational touchpoints to deepen customer engagement and trust. As Francesca shares, “Merx is constantly advancing technologies tailored to our brand, and having that ongoing roadmap and partnership gives us real confidence for the future.”
