Launch of Pedigree DTC (India) ecom business
Pedigree Club is a DTC initiative as part of the global MARS digital transformation. In India, Pedigree Club is uniquely structured as a B2B2C model. This approach meant that while the brand was responsible for providing cutting-edge technology and robust marketing support, the actual product fulfilment was managed through an extensive network of distributors. This model, while innovative, added layers of complexity to the business operation, necessitating a more streamlined and effective e-commerce solution to fully leverage the potential of this hybrid approach.
Date Range: Jun 23 to present
Digital Transformation: In 2 months
Revenue Growth: 30% MoM
ROAS Growth: 3x historical ROAS
Repat Order Rate: > 20%
Return to Origin: < 5%
Challenges in the Initial E-commerce Landscape:
Pedigree Club, a pioneering direct-to-consumer (DTC) e-commerce venture in India, initially faced significant operational hurdles. The business was anchored on Salesforce Commerce Cloud, a platform that, while robust, proved to be unreliable for Pedigree Club's specific needs. This misalignment led to numerous false starts, hindering the smooth operation of the business. The complexity of the systems in place further exacerbated these challenges, creating inefficiencies that were not conducive to the growth or stability of the venture.
Impact on Revenue and Business Performance:
These foundational issues had a direct and detrimental impact on Pedigree Club's financial health. Revenue streams were consistently low, a direct consequence of the operational inefficiencies and the unreliable e-commerce platform. This situation underscored the need for a significant strategic overhaul to unlock the potential of the business.
Overview of Futurmade's Role and Services:
Futurmade stands at the forefront as a comprehensive e-commerce consultancy and execution partner for MARS Petfoods, catering to markets in India and Southeast Asia. Our expertise encompasses a broad spectrum of services, including e-commerce strategy development, Shopify platform management, and targeted marketing initiatives.
Transition to a Streamlined Digital Infrastructure:
In a remarkably short timeframe, Futurmade successfully navigated the transition from complex, cumbersome systems to a more agile, lean, and SaaS-based digital infrastructure. This significant transformation was achieved while adhering to the stringent global enterprise architecture guidelines set by MARS, showcasing our ability to balance compliance with innovation.
Revamping Operations and Distribution Channels:
We undertook a comprehensive overhaul of all operational facets, including the optimization of distributor channels. A notable achievement in this domain was the safe and effective introduction of Cash on Delivery (COD) options, which maintained a low return-to-origin (RTO) rate of just 5%. Additionally, our focus extended to implementing advanced automation systems, further streamlining the operational workflow.
Targeted Advertising and Advanced Analytics:
Our advertising strategy, primarily through Meta and Google Ads, is meticulously focused on new customer acquisition. With less than a 5% overlap between channels, our approach ensures maximum reach and efficiency. The backbone of our marketing success lies in our proprietary server-side tracking pixel, which enables flawless attribution and comprehensive cross-platform marketing reporting. This system is seamlessly integrated with e-commerce data, providing a holistic view of our marketing efforts.
Impressive Growth and Customer Retention Strategies:
Since partnering with Futurmade, MARS Petfoods has witnessed a significant upturn in business performance. Within just three months, we achieved milestones that had remained elusive for over a year. Our strategies have not only driven new customer acquisition but also fostered customer loyalty, as evidenced by a 20% monthly repeat order rate. This figure is projected to rise with the ongoing integration of a Customer Data Platform (CDP), which will further refine our focus on retention strategies.
