This enterprise brand increased AOV by over 27% using a simple strategy: caring deeply for people (and their shopping experiences).
This case study is adapted from a live interview filmed on stage at Rebuy’s Momentum 2025 conference, where MaryRuth Organics’ Chief Revenue Officer, Jay Hunter, shared the brand’s growth story.
What follows is a written recap of that session, capturing the key lessons, insights, and results that are reshaping how enterprise brands like MaryRuth's think about DTC.
Founded by MaryRuth Ghiyam, MaryRuth Organics is a health and wellness brand known for clean-label liquid and gummy vitamins. With a product line spanning infants to adults, the brand embodies its mission: taking care of people. It’s not just marketing fluff. CEO MaryRuth is still known for handing out healthy snacks and checking if you’ve gotten sunlight during board meetings.
And while their ethos is all about wellness and care, they’re not afraid to get weird in the name of growth. Case in point: a dreamlike, clown-killing collab with Liquid Death that broke the internet and the barriers around what a supplement brand could be.
Despite their devoted customer base and omnichannel footprint, MaryRuth Organics faced a familiar ecommerce challenge: their direct-to-consumer (DTC) channel was stalling. Growth was happening elsewhere, on Amazon, in retail, and increasingly on TikTok Shop.
They realized the online store needed to become the best place to shop, or it would become irrelevant. "We had to make our DTC site the best experience for customers so we could compete with convenience and price-driven channels," says Hunter.
“Rebuy is one of the biggest game changers for increased subscriptions and higher AOV. Those are the two big things we care the most about."
Hunter and his team focused in on two metrics: Average Order Value (AOV) and subscription growth. They wanted to make the DTC site so seamless and personalized that shoppers would naturally buy more and start a subscription.
They’d tried other solutions but needed something more powerful and customizable. So Hunter leaned on his network for the most powerful marketing play in the book: word of mouth. As Hunter put it, “I asked other CPG brands what was working, and Rebuy came with strong recommendations.”
“Rebuy helps with performance. That's the easy one. But I think more than that, it helps you tell a story about how you're improving the customer journey."
MaryRuth Organics implemented a full-funnel personalization strategy using Rebuy’s most powerful tools to boost subscriptions and AOV for its Shopify store.
| Rebuy Smart Cart | Featuring dynamic AI-driven upsells, tiered progress bars for gamification, and Judge.me reviews for social proof. |
| Dynamic Bundles on PDPs | Personalized recommendations based on shopper behavior. |
| Add-to-Cart Subscription Popups | Gentle but effective prompts converting one-time buyers into subscribers. |
| Checkout Page Enhancements | Upsells, trust badges, and simplified payment options for a smoother finish. |
| 404 Top Sellers | Turning dead ends into discovery moments. |
| Post-Purchase Offers | Targeted upsells shown after checkout to capture attention at peak engagement. |
Here's a closer look at MRO's top-performing merchandising tactics.
Using Rebuy to power up its DTC channel strategy has allowed MaryRuth Organics to:
“A lot of things stall out because you don't know where to start with a new tool or a partner. I think if you have a partner, make sure you lean in with them and get some of their recommendations."
For Jay Hunter, the impact of Rebuy went beyond numbers. Yes, the performance gains were immediate and impressive. But what really mattered was the story those numbers allowed him to tell. In a boardroom where every slide deck has to prove why DTC deserves investment, Rebuy gave him both credibility and clarity.
By mapping out the entire customer journey, Rebuy highlighted exactly where strategy was needed and where the brand was winning. That meant Hunter was able to present a cohesive online merchandising strategy, not just data. And in the high-pressure role of a CRO, that combination of measurable performance and strategic storytelling was the real unlock.
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