Case Study: CPG

Reimagined digital customer experience results in increased revenue, retention, and appointments

Pet care leader breathes new life into its websites and revenue streams with a front- and back-end digital transformation

Overview

As competitive pressure mounted in the pet care industry, our client recognized the opportunity to optimize the digital CX by refreshing its website with more relevant and engaging content, streamlining the patient portal, and providing the option to start the purchase cycle and schedule appointments online. Ecommerce was supported by a third party that skinned their site with the client’s brand, so there was a desire to bring this in-house for creative and sales control.

32% increase in eCommerce revenue

27% increase in appointment bookings

6 MO implementation timeline

Client background

Part of one of the largest, private multinationals, our client is a prominent player in the pet wellness and Rx space with 1,200 hospitals across the United States and Puerto Rico. The primary service sold is an optimum wellness plan, which is a subscription-based, preventative treatment, medical plan for pets of all ages and stages.

Business challenge

Antiquated website that posed limitations around content, landing pages, personalization, and data collection
Third-party-managed ecommerce platform inhibited a comprehensive view of the overall path-to-purchase, including the tracking and accurate data collection behind fulfilled and incomplete orders, abandoned cart, vet-prescribed Rx, and implementing promotions
Weak digital experience inconsistent with the needs of a millennial audience, including online plan enrollment and appointment scheduling
Understaffed digital marketing team with disparate business objectives
Technology debt and prolonged development timelines partially due to a stretched and siloed IT team

The solution

Evangelize a customer-focused approach to website design and development

Re-skin the .com website, including the patient portal
Deliver a content migration/build, related architecture, and SEO optimization
Capture the functional and technical requirements for a new ecommerce platform and design strategy keeping vet vendors top of mind
Recommend and implement Salesforce Commerce Cloud to transition the product catalog from the third-party
Integrate over 10 technologies within a single ecosystem
Collect analytics, benchmark, and facilitate a dashboard display