How MaryRuth's went live in 10 minutes and never looked back
Founded in 2014, MaryRuth's has grown into one of the most recognizable wellness brands in e-commerce, building a loyal customer base through clean-label vitamins, supplements, and family-focused health products.
What started as a mission-driven wellness company quickly became a breakout DTC success story, especially across Shopify, Amazon, social commerce, and subscription-driven retention channels. Today, the brand is widely known for its liquid multivitamins, vegan formulations, and approachable wellness positioning that resonates strongly with modern health-conscious consumers.
The Opportunity
As a digitally native brand operating at significant ecommerce scale, MaryRuth's represents the type of modern merchant focused on maximizing customer lifetime value while creating thoughtful post-purchase experiences for shoppers.
Their focus on customer experience, retention, and incremental profitability made them a natural fit for exploring post-purchase monetization opportunities with Falcon Labs.
To help unlock additional incremental profit, MaryRuth's partnered with Falcon Labs to launch a post-purchase monetization program across high-intent customer touchpoints. By integrating Falcon into the post-purchase experience, the brand was able to open a new revenue stream powered by relevant third-party offers shown after checkout. Customers like to be rewarded with Falcon’s premium perks!
The partnership allowed MaryRuth's to generate incremental pure-profit revenue from existing order volume, while maintaining a clean customer experience aligned with the brand’s premium positioning.
Falcon partnered with MaryRuth's to:
1
Transition from an existing monetization provider to Falcon with a seamless migration and no checkout disruption
2
Launch in under 10 minutes through Falcon’s Shopify native thank-you page extension
3
Tailor data-sharing parameters to MaryRuth's specific privacy policy, maintaining ad effectiveness without exposing restricted customer fields
4
Surface beauty and wellness-adjacent offers that complement to the customer journey, not disruptive
5
Provide full revenue transparency: clear visibility into fill rate, RPT, revenue share and monthly earnings at all times
The Falcon Approach
Falcon focused on making implementation fast, lightweight, and operationally simple for the MaryRuth's team.
Because MaryRuth's operates on Shopify, Falcon was able to launch through a seamless Shopify App integration, allowing the brand to go live in minutes without disrupting the existing checkout experience or requiring dedicated engineering resources.
From day one, Falcon worked closely with the MaryRuth's team to align monetization strategy with the brand’s customer experience and privacy standards. The integration was structured to maintain effective targeting and strong advertiser performance while respecting MaryRuth’s internal data-sharing policies.
By combining a seamless implementation process, curated wellness-focused advertiser demand, and transparent monetization reporting, Falcon helped MaryRuth's unlock a meaningful new profit stream from existing order volume while maintaining a premium post-purchase experience.
Why It Worked
Fast integration, no overhead. MaryRuth's was already on Shopify. Falcon’s single GTM deployment took less than 10 minutes, with no engineering sprint or checkout disruption required.
Offers built for the brand
Curated wellness and beauty offers aligned with MaryRuth’s audience and purchase intent, making the confirmation experience feel additive to the brand journey rather than disruptive.
Full revenue transparency
Falcon provided clear visibility into performance and monetization outcomes, avoiding the “black box” approach common in traditional post-purchase platforms.
Data privacy, solved
Falcon adapted to MaryRuth’s specific privacy requirements, using alternative data parameters to maintain effective targeting without relying on restricted customer information.
“Falcon made implementation incredibly easy while maintaining a seamless customer experience. We’ve really enjoyed working with the Falcon team.”
MaryRuth's
