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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

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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.

Icon of percentage gain32% increase in eCommerce revenue
Icon of percentage gain27% increase in appointment bookings
Icon of speed6 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

Supplement the marketing and analytics team

  • Provide strategy and dashboarding support
  • Augment the client’s IT team with HGS Digital technical experts

Develop a personalization strategy to optimize both the .com and ecommerce customer experience

  • Establish requirements and recommend a solution for a personalization engine

Results

32% increase in ecommerce revenue

9% increase in orders

44% increase in page views

29% increase in time-on-site

27% increase in appointment bookings

7% growth in plan enrollment

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Link to: Connect with our Experts

Could your integrated web properties use a refresh?


Contact an HGS expert today to discuss the possibilities.

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