BioTechUSA

To deepen customer loyalty, BioTechUSA invests in building a strong community around active lifestyles and sports through supporting numerous social and professional initiatives, including a standout partnership with FC Barcelona. The brand also reinforces this mission by designing a loyalty program that aims not only to drive store visits and repeat purchases but also to strengthen emotional connections with customers. This way, the program transforms occasional buyers into loyal advocates who identify with the brand’s values.

Source: Annual Report of the BioTechUSA Group

The Challenge: A Legacy System that couldn’t keep up

The dietary supplement industry is intensely competitive and increasingly commoditized. With countless brands offering similar products, such as protein powders, creatine, and vitamins, differentiating on features alone is no longer enough. This "sea of sameness" means that companies must work harder to stand out, not just through branding, but by creating meaningful and personalized customer experiences.

For BioTechUSA, this meant rethinking how loyalty could serve not only as a retention tool, but as a dynamic growth engine. Unfortunately, their existing loyalty and marketing stack was holding all their new ideas back. Relying on the loyalty module of a broader ERP/marketing suite “all-in-one” platform introduced several critical blockers:

• Limited loyalty campaign logic made innovation nearly impossible
• No integration between the loyalty module and marketing automation / crm, preventing even the simplest personalization
• Promotion logic was fragmented across online and in-store transactional channels
• Poor API support and lack of real-time integration capabilities
• Missed roadmap deadlines and undelivered promises

Despite a growing member base and an omnichannel retail footprint, BioTechUSA was unable to implement even basic mechanics like customized point rules, dynamic reward flows, or proper syncing between loyalty and marketing automation.

BioTechUSA’s ambition was clear: to evolve their loyalty program into a data-driven, highly personalized engagement layer, and they could no longer afford to rely on outdated loyalty technology.

Solution: Choosing Talon.One and Omnivy

After evaluating several platforms, BioTechUSA chose Talon.One for its powerful and flexible campaign builder, wide feature set covering both advanced loyalty and personalized promotions, composable architecture, and proven deployments with global brands.

But implementation within a tight window required more than just great software. BioTechUSA’s internal IT team was already at capacity, and seamless integration of e-commerce, POS and marketing automation was non-negotiable. This is where Omnivy stepped in with a game-changing advantage: Omnivy Integration Accelerator - a ready-to-use integration that connects Talon.One (and other leading loyalty engines) with Shopify, Klaviyo, and any POS system - dramatically reducing the time, cost, and complexity of implementation.

Acting as the Implementation Partner, Omnivy removed the friction of re-launching the loyalty program in the new tech-stack entirely. From data integration and program’s logic configuration to complete testing and successful launch, Omnivy's team ensured that BioTechUSA could focus on the strategy and Customer Experience, and forget about the whole IT complexity behind it.

Results and the Road Ahead

The first goal for BioTechUSA was to execute a seamless and invisible switch from the legacy platform to Talon.One without altering the program’s core business logic or disrupting customer experience. Both internal operations and customer-facing elements had to remain stable during the transition.

Instead of spending months building custom middleware, BioTechUSA decided to use Omnivy’s Accelerator, which allowed us to successfully migrate 1.2 million members without any downtime or data loss and launch the loyalty program in the new tech stack across 7 countries in less than 8 weeks!

With Talon.One and Omnivy in place, BioTechUSA now operates a loyalty program that supports both omnichannel consistency and deep personalization:

• Points for transactions both in-store and online - a fully omnichannel experience
• Bonus points for non-transactional actions like writing reviews, completing profiles, or logging in monthly
• Tightly personalized campaigns, including tier-based benefits and targeted offers
• Redemptions across channels - via e-commerce, mobile app, or in-store checkout, including discount coupons or perks like free shipping
• Full automation of communications, from welcome journeys to personalized offers and reward reminders, point expiration alerts - all via Klaviyo
• Upgraded Mobile app to display live point balances, available rewards, and deep-linked coupon redemptions - boosting daily engagement and increasing program visibility.

Summary

The transformation of BioTechUSA’s loyalty stack was more than a platform change - it redefined how the brand connects with its customers. What started as a time-sensitive migration became a strategic leap forward, resulting in a system where business needs, customer engagement, and technology operate seamlessly together.

Today, BioTechUSA has the freedom to experiment. Campaigns can be launched, tested, and refined without vendor constraints - from tier-based benefits to referral mechanics and hyper-personalized offers.

With a composable architecture in place, the brand is positioned for its next chapter: one defined by agility, innovation, and deeper customer relationships.

If you’re planning to implement Talon.One and want to ensure a smooth deployment, Omnivy is your partner of choice. With deep expertise in loyalty strategy and a proven integration framework - the Omnivy Accelerator - we help brands launch faster, connect their stack effortlessly, and unlock the full potential of Talon.One from day one. Whether you’re migrating an existing program or building a new one, we make loyalty work seamlessly across every channel, market, and customer touchpoint.