Overview
Fish4Dogs is part of the Fish4Pets family of brands and has become a leading name in premium fish-based nutrition for dogs (and cats).
Known for its Omega-3-rich recipes and loyal community of breeders and dog owners, Fish4Dogs generates over 75% of its UK sales online.
With a high-converting ecommerce site but growing competition from the likes of Lily’s Kitchen and Tails.com, the company needed a new digital platform that could evolve with its brand.
Clear was commissioned to deliver a Magento 2 ecommerce site to coincide with Fish4Dogs’ rebrand.
The project included complex pricing logic, subscription capability, and a one-step checkout, all designed to support long-term growth while maintaining their strong 19% conversion rate.
How we helped:
- Magento 2 Ecommerce Build
- Subscription Model Development
- One-Step Checkout
- Puppy Club Loyalty Programme
- Custom SAP Order Export
- GA4 Setup & Custom Reporting
- Ongoing Support & Upgrades
The Brief
Fish4Dogs’ existing ASP.NET website had served them well but was outdated, fragile, and expensive to maintain. Adding new features often broke existing functionality, slowing the brand’s ability to innovate.
With 75% of UK sales already online, Fish4Dogs needed a platform that could keep pace with growth, support their new brand launch, and stay ahead of a competitive premium pet food market.
Key Issues:
- Outdated, inflexible website that limited agility
- High-performing but fragile checkout prone to abandonment risk
- Growing need for a subscription model to drive retention
- Complex pricing and discount structures beyond the limits of their old system
- Reporting limitations making it difficult to support marketing strategy
Objective:
To design and build a modern, brand-led Magento 2 ecommerce site with improved subscription and checkout functionality, custom reporting, and seamless integrations all while protecting the brand’s strong conversion rate and reputation for customer experience.
The Approach
Magento 2 Ecommerce Build
Fish4Dogs needed a new ecommerce site that reflected their updated brand identity and could handle the complexity of their product and pricing structures.
We built the website on Magento 2 to create a stable and scalable foundation.
- Embedded the new brand identity into the design, with a bespoke header, footer (including reviews), and homepage banners.
- Built functionality to manage complex pricing tiers and discount structures.
- Designed the site with usability at its core, maintaining the high conversion rate Fish4Dogs was already achieving.
The new Magento 2 site brought the Fish4Dogs rebrand to life online and gave the business a flexible platform that could evolve with its marketing strategy and customer expectations.
Subscription Model
Customer retention was a top priority, so we introduced a new subscription system that made repeat ordering simple and reliable.
This involved combining bespoke development with third-party plugins to meet Fish4Dogs’ specific needs.
- Integrated the subscription model with the client’s existing payment gateway.
- Reworked the functionality over time to improve usability and reliability.
- Tailored the subscription experience around popular products like Finest Salmon Senior Dogs.
The subscription model quickly became a core part of Fish4Dogs’ offering, driving repeat purchases and increasing customer lifetime value.
One-Step Checkout
Checkout was identified as the most critical point in the customer journey, with abandonment representing lost revenue. We replaced the old multi-step process with a streamlined single-step checkout.
- Designed and implemented a simplified checkout flow to reduce friction.
- Optimised for mobile users, given the profile of Fish4Dogs’ customer base.
- Ensured payment gateways (Braintree, PayPal, Apple Pay) were integrated seamlessly.
The new checkout helped Fish4Dogs maintain their impressive 19% conversion rate, while making it faster and easier for customers to complete purchases.
Puppy Club Loyalty Programme
Fish4Dogs’ offline Puppy Club had long been a driver of loyalty and brand advocacy. We brought this programme online to strengthen connections between the brand and its most passionate customers.
- Digitally embedded the Puppy Club within the ecommerce site.
- Created tailored onboarding flows for breeders and puppy owners.
- Linked the programme to promotions and repeat order incentives.
This integration reinforced brand loyalty, extended the offline-to-online journey, and positioned Fish4Dogs as a long-term partner for new pet owners.
System Integration & Reporting
To support Fish4Dogs’ internal teams, we developed bespoke reporting and integrations that made data management and marketing insights easier to access.
- Built a custom SAP export to feed orders directly into the company’s reporting systems.
- Created tailored GA4 dashboards to measure campaigns and ecommerce performance.
- Supported the marketing team with additional custom reports.
These integrations gave Fish4Dogs’ teams the tools to make informed decisions, streamline processes, and connect marketing efforts with sales outcomes.
Ongoing Collaboration
Fish4Dogs continues to work with us through a long-term Magento support retainer, ensuring the platform remains stable, secure, and aligned with the brand’s ambitions. Our collaboration spans technical support, UX optimisation, marketing enablement, and data-driven improvements.
Magento Support & Development
We provide technical support across the ecommerce platform, managing security updates, Magento upgrades, and new feature rollouts. This guarantees stability and compliance, allowing the Fish4Dogs team to focus on growth rather than technical maintenance.
UX & Conversion Optimisation
We run regular UX reviews and performance testing to uncover opportunities for improvement across checkout, subscription flows, and product pages. Updates are rolled out iteratively to reduce friction, improve customer journeys, and protect the site’s strong conversion rate.
Loyalty & Subscription Enhancements
As customer needs evolve, we continue to refine Fish4Dogs’ Puppy Club loyalty programme and subscription model. These updates ensure both remain competitive and continue driving repeat purchases and customer retention.
Analytics & Reporting Support
We maintain and expand GA4 tracking, providing custom dashboards and tailored reports to the marketing team. This ensures campaign performance and ecommerce trends are measurable, actionable, and aligned with business objectives.
Technical Improvements & Integrations
We continue to enhance system integrations, including SAP reporting and third-party plugins, to streamline operations. Technical audits and performance monitoring help maintain speed, security, and a frictionless shopping experience.