Project Overview
Building the Commerce Backbone of a 45-Year Wellness Brand
Allergy Research Group (ARG) is a 45-year leader in practitioner-grade nutritional supplements, trusted across integrative and functional healthcare. Three audiences share the brand: independent practitioners, their patients, and direct-to-consumer buyers, each with distinct access and trust expectations.
Demand and ambitions were outpacing the systems meant to support them, so ARG partnered with HALO to re-architect its entire digital commerce and marketing stack on enterprise-grade infrastructure: Shopify Plus as the commerce spine, HubSpot as the growth and intelligence layer, with custom engineering filling every gap in between.
The Challenge
Three Audiences. Three Pricing Models.
One Outgrown Stack.
ARG's challenges went beyond cosmetics; they were structural. Every system had been built to fit a moment that had long since passed.
The Solution
A Governed Commerce System,
Engineered for Healthcare.
Before any platform decision was finalized, HALO conducted a forensic audit and gap analysis across martech, commerce, analytics, and content, defining the future-state architecture through a five-layer system, engineered to operate in harmony.
01 Commerce spine
Experience design, UX frameworks, modular design systems, UI pattern libraries.
User types modeled as Shopify metaobjects with logged-in state driving dynamic pricing
End-to-end migration from BigCommerce: store, catalog, PDPs, blog, and resource center
Cart Transform Functions delivering per-user-type, global, and per-practitioner pricing
Unified storefront UX: no Shopify B2B portal constraints, no UX compromise
02 Subscriptions, search & merchandising
A commerce platform engineered for how practitioners actually buy.
Recharge deployed as ARG's first-ever subscription program, wired to NetSuite ERP
Custom Algolia implementation unifying search across products and resources
Rebuy handling cross-sell, upsell, cart, and post-purchase workflows
Every recommendation and pricing display respects user role and access tier
03 Growth & intelligence layer
HubSpot as ARG's first centralized system of record for the customer lifecycle.
HubSpot CRM, Marketing, Sales, and CMS Hub Pro stood up as a unified growth stack
Shopify ↔ HubSpot integration extended via Unific for real-time data syncing
Cohort-based campaigns and closed-loop reporting tied to commerce behavior
Mailchimp and disconnected point tools retired in favor of a single source of truth
04 Multi-brand consolidation framework
Three brands, one Shopify Plus instance, one HubSpot environment.
Metabolic Maintenance & MethylPro also fully migrated and merged: 30,000 user accounts, 100+ SKUs, orders, subscriptions, and content ported over.
70,000+ HubSpot records consolidated across three portals into a single source of truth
Deprecated domains retired and repointed through Cloudflare, SEO equity preserved
A repeatable playbook for absorbing future acquisitions cleanly
05 Infrastructure, SEO & operational governance
Enterprise-grade operations, built into the foundation.
1,000+ SEO-forward redirects executed with zero downtime through cutover
DNS, CNAMEs, and canonical URLs centralized under Cloudflare
SEO baseline at migration: alt attributes, image dimensions, lazy loading, Core Web Vitals
Sitemap governance, click-depth audits, orphaned-page remediation via Search Console
Why It Matters
The Pattern Repeats.
For Wellness & Healthcare CPG Brands
Practitioner, patient, and consumer audiences rarely map cleanly onto native commerce paradigms. The buying behavior is recurring, relational, and clinical. Brands operating at this intersection need an operator who can engineer the gap between platform capability and business reality, then run the resulting system as a long-term partner.
For Shopify Plus Operators
Native B2B is the right answer until it isn't. When the requirements include per-cohort pricing, role-aware UX, multi-brand consolidation, and ERP-reconciled subscription revenue, the off-the-shelf path forces a choice between control and unified customer experience. Purpose-built engineering on top of Shopify Plus eliminates that trade-off, preserving the storefront while delivering the governance the business actually needs.
Testimonial
"We really appreciated Halo's hands-on, cross-functional approach. They weren't just designers or developers — they helped us rethink our entire digital presence from strategy to execution."
