Improving the eCommerce strategy of Purina in the dog and cat snack domain

The Client

Purina is harnessing the power of pets to help support youth mental health.

The Challenge

Purina has been a key player in offline channels like supermarkets and pet shops. Online they are selling through e-retailers like Amazon and Zooplus. Most of their sales derive from the main meal categories and their treats category is falling behind. Purina aims to improve their online treats sales to further solidify their ambition as market leader. Due to online competition from brands like Mars, Purina notices that they have not optimized yet for online sales. They have extensive research on offline personas, but the online snack game seems to be different.

The approach

Two Lead Digital Innovators managed this project for 16 weeks. They began with about 70 assumptions on various topics. In the early weeks, they ranked the riskiest assumptions and conducted our first experiment focused on the persona. This is our typical approach: starting with the customer's needs to improve their buying journey and increase sales.

The results

• Updated online personas based on all data points gathered during the 16 week project

• Actionable data insights to update their current eCommerce efforts

• Tooling and instructions to improve efforts on one of their most important platforms: Amazon

• Ideas for an updated assortment, tailored to the needs of their online persona

• Concrete ideas and next steps for next year: concrete experiment ideas and new assumptions