Buy4Pets Online is a pet supply retailer and the sister brand of an already well-established Petstop Discount Warehouse.
Providing a top quality online experience and service to its customers is fundamental to the brand and this case study will explore the challenges and solutions implemented by Madcraft in growing the brand, exceeding its goals and increasing CLV by over 40%.
Buy4Pets approached Madcraft with the desire for a digital transformation by developing a robust eCommerce presence and achieving growth across all digital channels, including email marketing, social media advertising, and PPC, supported by various marketing strategies.
At the outset of the partnership, the goal was primarily focused on increasing brand awareness and a strategy was developed to achieve this while also encouraging brand consideration. Ultimately, this began to shift towards increasing customer acquisition, loyalty and revenue growth across several channels.
Firstly, a multichannel Google Ads strategy was utilized incorporating Search, Display, Shopping & PMAX campaigns. Competitive and market research guided the development of keyword buckets reflecting search trends & seasonality for pet supplies shoppers. Ongoing Shopping Feed optimization included A/B testing product titles and adding custom attributes. We continuously conducted A/B testing of creative assets to identify the ones that resonated with the target audience.
A full-funnel approach to Meta Ads was created for Buy4Pets, the initial brand awareness campaigns were highly effective in launching Buy4Pets to the market. Through continuous testing and optimization, the agency was able to improve results and maximize ROI, resulting in Buy4Pets achieving a 467% return on ad spend within the first six months of launching their eCommerce store.
Retargeting campaigns proved successful in boosting conversions and reducing costs. By retargeting users who had viewed products or abandoned their carts, Madcraft achieved an average ROAS of 1030% on these campaigns within a year. The campaigns also allowed for greater personalization of the ads, leading to improved engagement and higher conversion rates.
A comprehensive email marketing strategy was developed and automation was leveraged to help Buy4Pets send targeted messages to their subscribers at the optimal time, leading to higher engagement and conversion rates. Segmentation tactics delivered personalized content, leading to stronger relationships and increased customer loyalty. Another of key automation flows were created along with conditional splits to distinguish first-time buyers from returning customers in each automation flow.
Over a 12 month period, Buy4Pets Online saw an increase in revenue across all channels of 385% with Meta Ads alone showing growth of 286%. Overall unique opens through email marketing reached an impressive 63% while a return on ad spend (ROAS) of 1,845% was achieved through Google Ads.
The partnership between Buy4Pets and Madcraft has led to a significant expansion in their digital footprint, resulting in them becoming a hugely successful global eCommerce business. By adopting a holistic digital marketing approach, Madcraft helped Buy4Pets substantially increase their customer acquisition and revenue generation. This success has enabled Buy4Pets to advance its business model to the next level and establishing them as one of the leading online pet supplies retailers nationally.
