OLLY optimizes privacy and strengthens customer trust with Ketch

‍OLLY is on a mission to champion better well being. As a leader in the vitamin and supplement industry, OLLY has built its brand on transparency, integrity, and customer trust. The company’s direct-to-consumer (DTC) model emphasizes high-quality products and seamless customer experiences, led by an agile and innovative approach to operations.

The challenge: Scaling compliance for evolving digital needs

As OLLY’s direct-to-consumer (DTC) strategy grew, the company looked to expand its reach across new digital channels and consumer touchpoints. To support this growth and maintain high standards of customer trust, OLLY needed to ensure that its compliance processes could scale effectively.

Jennifer Peters, Director of DTC, Martech, & Digital Compliance, recognized an opportunity to enhance OLLY’s data privacy practices to keep pace with growth and uphold the brand’s reputation for transparency and integrity. At the top of her mind were three requirements for their tech partner: 

• Be transparent with OLLY customers about data practices: With recent updates to their privacy policy, OLLY wanted to ensure that every customer received clear, transparent notice about data sharing practices. “As a health supplement provider, customer trust is critical to our brand reputation. We needed a mechanism to provide clear, transparent notices.” Jennifer explained.

• Support compliant tracking and ad tech integrations: As OLLY explored using the Amazon pixel and similar third-party tools, the team needed a way to ensure users had clear opt-out choices. “Respect for customer consent is extremely important to OLLY. I initially pushed back on implementing the Amazon pixel because we didn’t have an easy way to enforce consumer opt-outs of advertising, but we had to find a way to support this critical, revenue-driving initiative,” said Jennifer. With Amazon Prime Day right around the corner, compliant support for this tracking was a top priority. 

• Streamline consent signals across systems: Jennifer recognized that many of OLLY’s challenges could be addressed with stronger system integrations. With automated consent flows feeding directly into both internal and external data platforms, consumer privacy preferences could be honored more seamlessly across all channels.

Jennifer first encountered Ketch at the ShopTalk conference. Hearing about the Ketch platform’s ability to execute “consent orchestration”—technology to automatically connect consumer privacy preferences across systems and apps—gave her confidence that a solution was within reach. After seeing and validating the platform capabilities, Jennifer chose Ketch to help elevate OLLY’s compliance operations.

The solution: comprehensive automation with Ketch

From their first interaction, Jennifer was impressed by the Ketch team’s expertise and collaborative approach. “We spoke with other vendors who struggled to grasp the complexity of our data collection and tracking infrastructure. It felt so good to speak with Ketch–the team immediately recognized and empathized with our challenges, from our CDP integration to Amazon and TikTok pixel tracking,” said Jennifer. “Ketch truly understands the marketing and advertising technology ecosystem.”

Ketch’s ability to identify OLLY’s needs quickly and provide actionable insights made the decision to partner an easy one. Once the project kicked off, Ketch and OLLY worked in lockstep.

Tackling the Amazon pixel challenge head-on

The first major milestone was getting the Amazon tracking pixel live on the OLLY website in time for Amazon Prime Day: a high-profile, high-volume event with visibility across OLLY’s entire business. OLLY needed to ensure that the Amazon tracking pixel was integrated with the Ketch consent management experience, ensuring that consumers have the opportunity to opt-in or out of data sharing. 

Getting the pixel deployed in time required time-consuming coordination and support calls with the Amazon team. The Ketch team went beyond software deployment, directly coordinating with Amazon to troubleshoot and resolve technical requirements. Jennifer reflected on how this approach saved her team time and frustration: “It was the first time I’ve seen a partner step in and say, ‘I got this,’ without letting anything slip through the cracks. That saved us so much time and effort.”

Key benefits of Ketch’s involvement included:

• Direct vendor coordination: Ketch handled all communications with Amazon, allowing OLLY to focus on internal priorities instead of managing the back-and-forth with external stakeholders.
• Timely, efficient implementation: Ketch’s hands-on project management ensured OLLY met its Prime Day deadline while maintaining robust customer consent options.

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Streamlined consent management for user empowerment

With the Amazon pixel successfully implemented, OLLY and Ketch shifted focus to deploying a comprehensive consent management solution. Ketch Consent Management solution enables OLLY to: 

Serve location-aware, transparent privacy notices to website visitors

‍Ketch’s platform dynamically adjusts privacy notices based on the visitor’s geographic location, ensuring compliance with region-specific regulations like GDPR, CCPA, and more. This means that whether a user is browsing from California or the EU, they see a relevant and compliant notice that explains their data rights clearly, fostering trust and transparency.

Connect visitor opt-out preferences to trackers, tags, and pixels firing across the website

Ketch’s pre-built integrations with Google Tag Manager and other systems make it easy for OLLY to connect visitor consent choices directly to their tag and pixel configurations, ensuring that marketing and analytics scripts only fire when appropriate. By automating this process, OLLY eliminates the risk of firing non-compliant tags and maintains control over third-party trackers like TikTok and Amazon pixels, empowering their users to control their data without disrupting the user experience.

Send people’s consent choices to internal OLLY data systems, such as Segment CDP

‍Ketch seamlessly integrates with OLLY’s internal data infrastructure, syncing consent preferences directly to their Segment CDP. This ensures that customer preferences are honored at every stage of the data pipeline, enabling OLLY to build audience segments and personalize marketing efforts in ways that respect user choices. By automating this connection, OLLY avoids manual data updates and can be confident that their CDP reflects real-time user consent status.

A highlight of the implementation experience was Ketch platform ease of use for the OLLY development team. Said Jennifer, “My developer was thrilled with the Ketch implementation and platform experience,” Jennifer shared. “That’s rare praise! Ketch is intuitive for both developers and non-technical stakeholders.”

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The outcome: Enhanced operational efficiency and customer transparency

By automating compliance workflows and enabling flexible, no-code configurations, Ketch allowed OLLY to move away from resource-intensive manual processes. The result is a scalable consent management framework that ensures customer data preferences are respected consistently, no matter how or where a customer engages with OLLY. 

Looking ahead: Setting a standard in DTC compliance

OLLY’s partnership with Ketch showcases the importance of proactive compliance management for DTC brands. Jennifer summed up the experience by saying:

“Ultimately, Ketch helps us protect our customers from tracking that they haven’t consented to. That not only protects us from lawsuits and regulators, but it’s the right thing to do. Ketch is the persistent, pervasive layer of consent across our digital touchpoints.” 

- Jennifer Peters, Director of DTC, Martech, & Digital Compliance at OLLY

OLLY’s commitment to doing right by their customers sets a standard for transparency and ethical data handling in the industry. By choosing Ketch, OLLY not only met immediate compliance needs but reinforces their brand as a leader in data integrity and consumer trust.

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