Innovative E-commerce Strategy Deepens Purina Connections

Pet food maker Purina believes in creating food that nourishes the whole pet, from giving them energy to chase a ball to providing them with the nutrition that gives them healthier, happier years with their people.

The company presented DEG with an interesting challenge: Helping it to bring its Just Right brand to market. With Just Right, customers can personalize their dog’s food, using Purina’s nutrition expertise to tailor it for their dog’s breed, activity level, age, and health.

To do this, justrightpetfood.com, which DEG built on the Magento e-commerce platform, leads owners through a short series of questions about their dog – everything from how her coat looks to what kind of protein she prefers. You can even add a picture and customize the name of your dog’s blend.

Behind the scenes, DEG helped Purina implement and execute an robust email engagement strategy that will put great nutrition and health information in the hands of owners everywhere, providing them with everything they need to make smart choices for their dog. We also worked with Purina to refine its order management and business processes to efficiently label and ship its packages, including personalized packing slips with feeding recommendations, for delivery the very next day. And of course, there is a fun social strategy that gives owners the opportunity to share their dog’s blend and the Just Right experience with all of their friends.

With Just Right’s innovative, integrated brand of digital marketing, DEG and Purina are changing the world for dog lovers everywhere.