B2B eCommerce Website
B2B eCommerce Website
Royal Canin is a global pet food manufacturer established in 1968, headquartered in southern France, and driven with a scientific approach to improve cat and dog health. This is done by stratifying products based on species, breed, age, and pet health. Individualization of the specific formulas mean that each product, down to kibble shape, is meant for the breed and specific needs of each cat and dog. By working with veterinarians, Royal Canin works to solve multiple health problems through full and complete nutrition. Royal Canin required a model to enhance the way they were selling to veterinarians, breeders, pet specialty retailers, as well as associates that work within these organizations. The Insite Platform empowers Royal Canin to sell direct to breeders and veterinarians, as well as associates that work within these organizations. Referrals drive business, and the Insite Platform helps drive this relationship.
Customers are shifting to online purchasing, and Royal Canin needed to have a more robust online presence to support their referral and direct sale business. Referral relationships are an important piece of their business and need to be maintained, the shift to eCommerce presented a surprising challenge. Royal Canin currently had an eCommerce solution, but the current business was flat, and the customer experience needed an overhaul. Additional requirements such as multiple promotions, persona-based experiences, and cross selling that were not available within the previous Royal Canin digital experience.
Royal Canin understood that their multiple customer types had diverse needs, models, and wants, and they needed to find a solution that would scale to their business. Their requirements focused on a solution that worked with their capabilities, including a diagnostic-based selling solution, and that had improved integration with a CMS solution. Additionally, looking for a platform with CSR capabilities was also a priority.
Out-of-the-box, the Insite platform managed flexible pricing and met many of Royal Canin’s requirements. “Individual customer types and needs would have been heavy lifting for other B2B eCommerce platforms, but was simple with Insite.” said Jim Squires, eBusiness Program Director at Royal Canin, adding that Insite was also “the right size for where we were.”
Royal Canin is interested in “continuous improvement.” Customer feedback and sales feedback allows them to constantly make changes to improve the site and experience. For example, customer notifications for product restocking is a recently added feature for buyers. Personalized experience is a large priority to highlight products and promotions, with a goal to leverage cross selling based on intelligence.
“The results really do speak for themselves” notes Squires, “[Insite] met and surpassed all of our goals and objectives so far.” Royal Canin achieved 49% growth on the platform itself with a 54% increase in orders in the first year after implementing Insite. There was a significant increase in order count as well. Ease of placing an order improved as well as a major increase in individual user sessions. Last year, over 66% of sales were made over the phone and the Insite Platform allowed Royal Canin to move that the majority of that business to online ordering, thus reducing the overall cost to serve their customers. Royal Canin has almost achieved their 3-year goal, after their first year on the Insite platform. Growth is an important goal for Royal Canin. Squires is often asked, “did you cannibalize, or actually grow? We certainly did grow the business!” Royal Canin also sees the value of leveraging Insite product catalogs and functionalities on royalcanin.com.
Looking towards the future, Royal Canin plans to redesign their customer registration processes to create a more seamless experience. Additionally, Royal Canin looks to enhance a personalized experience for individual customers, assisting in understanding what customers are buying, and what they need next. The ability for customers to manage accounts and invoices online will be an important advancement for Royal Canin. Placing more orders and customers into the Insite Platform is a priority to improve overall customer and seller experience.
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