Vivactive Case Study | Adobe Commerce Specialists

Transforming complex multi-brand commerce into competitive advantage.

As retained eCommerce partner for Vivactive, Incontinence Choice and AgeUK, GENE has supported the ongoing evolution of a complex multi-brand Adobe Commerce ecosystem.

Across subscriptions, search, checkout and account management, we’ve engineered a highly customised, enterprise-grade eCommerce platform that enables continuous optimisation, connected customer experiences and innovation at pace across a sophisticated multi-site architecture.

As retained eCommerce partner for Vivactive, Incontinence Choice and AgeUK, GENE has supported the ongoing evolution of a complex multi-brand Adobe Commerce ecosystem.

Retail & DTC

Adobe Commerce

Multi-Brand eCommerce Evolution

"The team have been excellent. We are truly gratful for the support and expertise we receive from GENE"

Vivactive

The Partnership

Discrete products.
Bold ambition.

Vivactive operates in a sensitive category where trust, accessibility and reliability matter at every touchpoint.

From cloud migration and subscriptions to search, UX and checkout optimisation, the partnership has focused on creating experiences that reduce friction, improve retention and support long-term growth, while maintaining the operational reliability customers depend on.

Partnership Highlights

Built a bespoke subscription platform with flexible account management

Increased subscriber lifetime value by 33%

Reduced churn from 57% to 39%

Migrated the platform to Adobe Commerce Cloud

Rolled out AI-powered search with Klevu

Redesigned the customer account experience

Introduced Yotpo reviews and UGC integration

Delivered a localised French storefront

Ongoing Platform Management across multiple brands

The Journey

Projects & Milestones.

Explore our work across our three service areas.

Platform Management

Stability, security & reliability

eCommerce Evolution

Growth, optimisation & continuous improvement

Transformation

Major change, reinvention, scale & modernisation

Redesigning the account area around customer behaviour

Using customer interviews, surveys and behavioural insight, we rebuilt the logged-in experience around real customer needs. The result was a clearer, more accessible account area focused on repeat purchasing and retention.

Higher Retention

Improved UX

More Repeat Purchases

Making repeat purchasing effortless

We introduced custom “Buy Again” functionality to help customers quickly reorder products they purchase regularly, particularly important for customers managing ongoing healthcare needs.

Faster Reordering

More Repeat Purchases

Reduced Friction

Turning order cancellations into revenue opportunities

Rather than hiding cancellation functionality, we redesigned the experience to give customers more control over their orders. In many cases, customers amended or expanded their baskets instead of cancelling entirely.

90% Orders Retained

Higher Basket Values

Better Customer Control

Improving product discovery with AI-powered search

Customers often struggled to find products using traditional search journeys. We implemented Klevu AI Search to improve discovery, surface relevant products and increase search-led conversion.

Smarter Search

Better Discovery

Higher Search Conversion

Yotpo reviews and social proof

Trust is critical in health-related purchasing decisions. We integrated Yotpo reviews and UGC functionality to surface verified customer feedback throughout the buying journey.

Greater Trust

Improved Engagement

Stronger Product Confidence

£100k raised via Pennies micro-donations

Vivactive wanted to support charitable initiatives without disrupting conversion. We integrated Pennies into checkout, allowing customers to donate with a single tap during purchase.

+£100k Checkout Donations

No Conversion Impact

Stronger Brand Affinity

The Journey

Projects & Milestones

Explore our work across our three service areas.

Platform Management

Stability, security & reliability

eCommerce Evolution

Growth, optimisation & continuous improvement

Transformation

Major change, reinvention, scale & modernisation

Redesigning the account area around customer behaviour

Higher Retention

Improved UX

More Repeat Purchases

Making repeat purchasing effortless

We introduced custom “Buy Again” functionality to help customers quickly reorder products they purchase regularly, particularly important for customers managing ongoing healthcare needs.

Faster Reordering

More Repeat Purchase

Reduced Friction

Turning order cancellations into revenue opportunities

90% Orders Retained

Higher Basket Values

Better Customer Control

Improving product discovery with AI-powered search

Customers often struggled to find products using traditional search journeys. We implemented Klevu AI Search to improve discovery, surface relevant products and increase search-led conversion.

Smarter Search

Better Discovery

Higher Search Conversion

Building trust through reviews and social proof

Trust is critical in health-related purchasing decisions. We integrated Yotpo reviews and UGC functionality to surface verified customer feedback throughout the buying journey.

Greater Trust

Improved Engagement

Stronger Product Confidence

£100k raised via Pennies micro-donations

Vivactive wanted to support charitable initiatives without disrupting conversion. We integrated Pennies into checkout, allowing customers to donate with a single tap during purchase.

+£100k Checkout Donations

No Conversion Impact

Higher Search Conversion