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Brief
This was to design and build a fully functioning e-commerce online store, linking to SagePay, with a look and feel that captured the Vet’s personal approach to his product while exemplifying through design the experience and expertise that has gone into the new product range. A database solution called ATTAIN was needed to be built bespoke in order to link into the e-commerce site to capture, not only order details and customer history but also to allow Pets’ Kitchen to search their database, segment their data and target customers with relevant email marketing campaigns. A CMS was also needed to be built to help manage the site and plan marketing activity. This was to be all built into one system, for efficiency and control.
Strategy
We approached the project with a strong strategic focus on the design and tone of the site. We wanted to highlight the veterinary experience and knowledge that the Vet had called upon in order to create such a unique range of products. Highlighting his celebrity status to customers helped them recognise and interact with him on a personal level, writing copy in the first person, offering help and advice to build up trust with the brand and the product. We included blogs on the site and personalising email campaigns helped enforce these key aspects of the brand guidelines and product range.
From a digital approach we built a bespoke solution that could sit together as one system, ATTAIN, a solution that would ultimately become a self-managed product for Pets’ Kitchen that could be used easily for various activities. The system needed to not only sit behind the e-commerce site and capture customer data but also record every interaction a customer or prospect had with the business. By capturing data and creating a ‘single customer view’ ATTAIN had the ability to segment data based on various criteria bespoke to Pets’ Kitchen (last purchased/viewed/responded to…) and save these segments as pockets of marketable data. From ATTAIN we wanted to give Pets’ Kitchen the ability to create intelligent and relevant email marketing campaigns, built around data segments in order to interact with their customers on a more targeted, personal level – again highlighting the feel and tone of the brand.
We needed to capture and record all responses to these campaigns (from opening the email to recipients clicking through onto the site, browsing and purchasing behaviour). All this information needed to be pulled back into ATTAIN into one central location and update each customer’s ‘single customer view’ while adding valuable information into the database. The reporting functionality in ATTAIN would help Pets’ Kitchen monitor sales, products and activity while also allowing them to compile comprehensive reports for financial performance assessment.
Our strategy in terms of digital was to produce one system that linked into the e-commerce site, capturing customer purchase and viewing behaviour while giving Pets’ Kitchen the ability to segment and target their data with relevant email campaigns sent from the same system, building in tracking, recording and reporting to pull recipient activity back into ATTAIN and updating data information on a continuous level.
We wanted to incorporate a well designed, fully functioning e-commerce site, an intelligent, bespoke database solution, bespoke content management system and targeted email marketing function into one central location in order to make the entire solution manageable for the business at every stage of the online marketing process, all the way through to sales and financial reporting. Feeding data into one location would give Pets’ Kitchen an overall view of each individual customer, with the idea that they would then be able to learn everything about each contact they have and ultimately have the ability to communicate with them intelligently, whether it be through targeted email campaigns, social media such as Twitter and Youtube or blogging and building affiliates with relevant social networking sites such as the Dog Network’ Pet Street and UK Pets. Through this communication we wanted to help Pets’ Kitchen increase their web presence and SEO. Our solution needed to be built to enable Joe to actively communicate with his customers and build strong, important relationships with key individuals, websites and databases.
Execution
Firstly we mapped out the e-commerce site, pulling in initial ideas on creative imagery and content. Once discussed and agreed with Pets’ Kitchen a final plan and structure of the site was built and reviewed to make sure we were constructing it in the most efficient and intelligent way possible, allowing all components of the system to work in harmony without any conflict.
We produced all product imagery for the site, organizing photo shoots with Pets’ Kitchen to again help get the feel and tone of the site correct., showing quality, innovative product ranges
While doing this we began to build the ATTAIN solution but simultaneously continued to update his current site to keep sales up and running. We sent out email campaigns to Pets’ Kitchen’s current database and added banners to the then current site, keeping customers aware of the updates and the changes that were being made. This again helped keep the personal touch of the brand alive during the transitional period and kept constant communication between Pets’ Kitchen and their database.
By using ATTAIN to send out correspondence, we were able to keep track of responses and orders throughout this transitional period which was imperative to keeping up sales flow
We tested the whole solution extensively before finally flipping sites to point to the new e-commerce website. We sent newly branded email correspondence to the database, informing them of the ‘go live’ date with an introductory offer. We then went live with the whole solution and new site on November 10th 2009.
Results
- On the first day of the new site, Pets’ Kitchen’s online sales increased by 284%.
- They have experienced up to and above 25% click through rates on email campaigns sent out from ATTAIN
- In the last 5 months their database has grown by 461%
- In a recent April sales newsletter Pets’ Kitchen experienced 32 conversions from 202 clicks = 15.8% conversion rate totaling £1,374 in sales from one campaign from a potential 7,599 customers
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