Insights
Empowering D2C Growth
Growing Digital Orders to 41% in Six Weeks
- Article
- 3 MIN READ
- Jul, 7 2025
-
Apply DigitalStaff
Unlocking new revenue streams and modernizing commerce
In today's rapidly evolving digital landscape, companies face a pivotal choice: adapt and innovate, or risk being left behind. Today, consumers, particularly Millennials and Gen Z, prioritize wellness spending. This makes it an ideal time for legacy wellness brands to invest in a modern, connected digital experience and explore direct-to-consumer (D2C) revenue streams. The challenge isn't just about technology; it's about transforming customer experiences and quickly unlocking scalable growth. This is the strategic imperative that Radiant Health faced.
Bridging decades of success with modern expectations
Radiant Health, a recognized name in infrared saunas since 1997, had built a strong reputation across the United States and Canada for its effectiveness, safety, ease of assembly, and overall quality. However, their digital footprint had not kept pace with the expectations of modern customers. Despite a strong reputation of quality products, direct online purchasing capabilities were absent, and customer engagement processes were manual and outdated. With new leadership in 2024, the mandate was clear: evolve to meet the expectations of today’s digital-first consumers and re-establish Radiant Health as a premier, modern wellness brand. And do all of this in three months.
A strategic overhaul for seamless digital experiences
Apply Digital stepped in as the end-to-end digital transformation partner, orchestrating a comprehensive overhaul that included a full brand refresh and the launch of integrated eCommerce stores. Their strategic approach centred on three key pillars:
1. Unlock global efficiency:
To address the multi-market and regulatory complexities presented by Canadian health regulations, Apply Digital leveraged BigCommerce Enterprise and StagingPro. They first developed the Canadian site using BigCommerce Enterprise, then used StagingPro to swiftly duplicate and adapt it for the US market. Both stores running on BigCommerce enabled unified management across both countries from a single platform. This streamlined solution significantly reduced development time by weeks and enabled a shift towards customer-led order placement.
2. Streamline sales operations:
Customer engagement and operational efficiency were achieved through robust integrations. Apply Digital stood up Radiant Health’s first CRM with HubSpot, integrating the new sites into HubSpot’s Sales, Marketing, and Service Hubs. By combining HubSpot with BigCommerce’s Draft Order functionality, the Radiant Health sales team could scale and modify their personalized sales approach for customers requiring more assistance, streamlining phone and email interactions. They automated inbound sales tracking and implemented a branded email system, replacing outdated manual workflows with a seamless digital ecosystem.
3. Define a digital brand:
Finally, Apply Digital delivered a complete brand overhaul, encompassing a new logo, visual identity, and a lifestyle-focused content strategy for the website and social media platforms. This evolution ensured that Radiant Health’s modernized digital presence truly reflected its status as a category-defining wellness brand.
Going from 0 to 41% in self-guided transactions
The results of this digital change are nothing short of transformative for Radiant Health. For the first time, customers in both the US and Canada can directly purchase infrared saunas through fully integrated eCommerce stores, marking a significant leap from their previous lack of online purchasing capabilities.
The integration of HubSpot CRM with BigCommerce has modernized sales and customer support, enabling the Radiant Health team to better scale their “white-glove” sales approach and efficiently track inbound sales. This shift from manual processes to a digital ecosystem has dramatically improved operational efficiency.
And the impact on sales efficiency and customer empowerment is clear: within just six weeks of launch (May to June), 41% of all transactions became self-guided. This means users now place orders directly through the website, followed by a personalized white-glove service interaction, which is a profound shift from the previous manual, sales-team-led ordering process.
Peter Lukomskyj, CEO of Radiant Health, affirmed the success, stating, “The digital transformation project has been an enormous success, and we are grateful for our partnership with Apply Digital. In just three months, the Apply Digital team, along with our commerce partner BigCommerce, have enabled us to evolve our brand into the digital era.”
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