Prime100

Prime100's Direct to Consumer (D2C) Triumph with Shopify 2.0

Widely available in major retailers nationwide, Prime100's pet food is accessible through most pet retailers across the country. However, a crucial focus was to enhance product accessibility and gaining deeper insights into customers through a direct-to-consumer approach.

Prime100 transitioned from a Wordpress site, which primarily served as a tool for wholesalers, to a Shopify 2.0 platform to reach a broader audience. This new website made it easier and faster for customers to either purchase straight away and get delivered, or find the nearest retail store to them. By offering more payment options and more ways to buy - sales have increased significantly since launch. As a quality-focused, Aussie-owned brand with vets approval, Prime100 aimed for transparency in their end to end process. The website was designed to show ingredients clearly, building trust with customers and helping pet parents find the right food for their furry friends.

This strategic shift not only improved the omnichannel experience but also established a scalable direct-to-consumer solution on Shopify, accelerating Prime100's growth. The team received training to navigate the new platform, enabling them to be agile and handle tasks internally, aligning with the brand's commitment to adaptability and self-sufficiency.

Revolutionising Pet Nutrition: Enhancing Conversion Through Custom-Built diagnosis tools

With approximately one-third of dogs grappling with food sensitivities or allergies that can be managed through diet, Prime100 is dedicated to simplifying pet feeding and addressing canine health concerns. Their mission extends to aiding pet parents in managing sensitivities and ailments effectively.

Our initial launch introduced a user-friendly Dog Food Calculator tool for both vets and customers, offering guidance on the appropriate amount of food to feed dogs. Whether a dog is underweight, overweight, or there's uncertainty, the tool provides daily feeding recommendations tailored to the dog's breed, age, and weight for optimal nutrition and health. To bridge the knowledge gap among Vet Food Scientists, we designed a Custom-Built Diagnostic Quiz aimed at identifying potential health conditions or symptoms in dogs. As users progress through the quiz, they receive guidance to consult their local vet or are recommended the most suitable product to address their pets' needs.

The implementation involved a JavaScript-based multi-step form integrated with Shopify's Storefront API for personalised product recommendations. Additionally, we extended the DotDigital email service to deliver quiz results via email, and admins have the flexibility to adjust product suggestions using Shopify's "meta objects" feature.

These tools were strategically crafted to empower pet parents in understanding their pets' dietary requirements, contributing to improved pet health and overall well-being. This approach not only strengthens Prime100's reputation as a compassionate and knowledgeable leader in the pet food industry but also aims to boost conversion rates and sales.

Global Expansion: Prime100's USA Launch

With the Pet Food Segment accounting for over 53 billion U.S Dollars in sales, the United States stands out as the leader in global pet food consumption. Recognising this, Prime100 strategically executed a soft launch in the USA, a pivotal move to introduce the brand to an international audience and establish a significant global presence. The non-transactional site served as a platform for gauging interest, laying the foundation for future in-store and online sales in new markets.

In alignment with Prime100's strategy for the US market, WeAreDigital created an expansion store tailored to the American audience. Mindful of localised nuances, the website was designed to educate this new audience about the products while providing information on where to make purchases in local stores across the USA. This expansion store not only enabled Prime100 to enter a new region but also featured products and content specifically crafted for the preferences and needs of the US market.

Connecting Online and Offline through Innovative Sample Distribution

In a strategic move to boost brand awareness and introduce pet parents to the benefits of Prime100’s products, sampling plays a significant role in their business strategy.

As part of the USA launch, we introduced a sampling solution enabling users to generate codes online and redeem them at their local American store for a sample of the locally made fresh rolls. This omnichannel experience not only supports Prime during their market launch but also serves as a valuable metric for measuring digital success. In Australia, a similar strategy was deployed, allowing customers to access a slow-cooked sample by requesting a code.

This approach seamlessly bridges various omnichannel touchpoints by driving users to their wholesalers, collecting crucial data for product improvement, and gaining insights into customer preferences. Coordinating with diverse retail partners and establishing an efficient distribution network, this strategy not only contributes to brand building but also provides valuable customer feedback for future product development.