Project background

Fish4Dogs are expert manufacturers and retailers of fish-based food and treats for dogs (and cats!). When they approached us, they were already gaining a healthy 75% of their UK sales through ecommerce, but their existing website was beginning to show its age.

On top of an aged backend system, the design and Information Architecture created a cluttered navigation where content was difficult to find. The bespoke ASP.NET platform was also lacking useful reporting tools and any changes were difficult and expensive to implement. This, along with a rebrand, new packaging and a TV advertising campaign on the horizon, meant it was the perfect time for an upgrade. 

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Our strategy

As with the majority of our large ecommerce clients, we suggested a move to Magento 2 - which was welcomed by the client. 

We began the process with an entirely new design to fit with their updated branding, being careful to ensure the customer journey didn’t differ too much to the old site to avoid any confusion for existing and loyal customers, while simplifying the process where possible. We also added new features like a dynamic block calculating how much each user would need to add to their basket to qualify for a promotional discount for each order. 

This build also incorporated a large data migration of products and customers (including puppy club and breeder club account details) into Magento 2. Plus, new integrations with Microsoft Dynamics NAV for orders, and dotdigital for email communications.

The new site and integrations were complete and live in time for the biggest date in the doggie calendar, Crufts 2020. 

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Let’s talk

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Call us on 01743 344 911 or drop us an email to talk about any projects you've got coming up.

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