PetO were looking to expand their Sydney operation by moving Online. The goal was to replicate the same In-store experience online whilst encouraging customers to travel in-store and experience firsthand what PetO has to offer.
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Creating an online presence was critical for PetO in their quest to expand the business, however the challenge was to ensure that by moving online, their physical stores didn’t get left behind. PetO has an amazing In-Store experience where their store and store staff deliver great value to their customers.
Customers would come in and get access to knowledge and expert advice, and the chance to research and interact with their PetO’s way of service. This could be part of the reason why about 80% of PetO’s customers were not only loyalty members but also returning customers.
The other issue that we were faced with by creating an online presence is that some of the products offered by PetO are heavy, bulky items, which means cost of delivery for some customers could be quite expensive and result in cart abandonments and loss of business. We needed to come up with a solution that could combat these challenges.
To create a complete omnichannel experience.
An integrated, seamless experience across multiple devices and touchpoints included a Click & Collect app that allows customers to browse the PetO product range, add products to their cart, purchase them, then choose to pick up their order from the nearest PetO store to them.
To ensure a good user experience, we would integrate into PetO’s backend systems to gain access to their inventory online and in-stores, giving customers a full view of whether a particular item is available in stores near them.
- Offers the convenience of online shopping with the added value of in-store services.
- Offer customers a wider range of choice and deals from a combined online and in-store inventory.
- Allow Customers to purchase a product online but give them the chance to research and interact with the product in-store.
- Upsell additional purchases to customer in-store when they collect their order
- Increase foot traffic by allowing customers to see what products were available in what store, streamlining the purchasing process and saving the customer time.
The findings offer a clear set of factors that managers can use to improve the customer experience and drive incremental sales.
PetO is seeing on average that 36% of all online sales are choosing to use the Click & Collect option and we have seen incremental sales from additional purchases made in store.
This could be put down to customers browsing the store while waiting to pick up their order and would be inspired by the products in front of them to make an impulse purchase. Some customers have in mind products they want to look at or find out more about by asking staff questions, so they are combining order collection with further product research activity. This demonstrated the finding of a cyclical research / purchase journey.