Connecting ecommerce, acquisition and repeat purchase.
Over a multi-year partnership, we worked with Imby to develop and evolve its ecommerce website, helping customers discover its pet food range, understand the products and choose how to buy.
Website UX, UI and development formed the foundation, supported by performance marketing, email and ongoing optimisation. Together, these connected the journey from first discovery through to purchase, subscription and repeat orders.
The priority.
Imby needed a digital experience that could explain its proposition and support direct-to-consumer sales across different markets and languages.
Customers needed to understand the range, find relevant product information and navigate trial packs, individual purchases and subscriptions. The business also needed to connect acquisition activity with the experience after a first order.
The objective was to support the full buying journey, making the website a foundation for both new customer acquisition and longer-term relationships.
Our approach.
We treated the website, paid media and email as connected parts of the customer journey.
Working with the Imby team, we combined UX and UI design, development and ongoing optimisation with campaigns designed to bring customers into the site and encourage them to return.
The partnership developed over time, allowing us to adapt the experience as the product range, campaigns and business requirements changed.
The work.
A website built around product discovery.
We developed and refined the ecommerce experience across navigation, category pages, product pages and campaign landing pages.
The design brought product benefits, ingredients, feeding guidance and supporting information into the shopping journey. Localised pages supported customers across markets and languages, while consistent layouts helped the team present an expanding range.
Supporting different ways to buy.
We worked on the journeys for sample packs, individual orders and subscriptions, alongside basket, checkout and customer account functionality.
The website gave customers routes to try the range, select a purchase plan and return to their account. Ongoing design and development addressed practical points of friction across these journeys.
Bringing customers into the experience.
We managed performance marketing across search and paid social, supported by campaign planning, creative development and regular optimisation.
Campaigns reflected different products, audiences and markets. Tracking and reporting helped the team review acquisition costs, sales performance and budget allocation, connecting media decisions with ecommerce activity.
Continuing the conversation through email.
We developed email journeys for new leads, sample-pack buyers, first-time customers and abandoned baskets, alongside newsletters and promotional campaigns.
Segmentation by market, language and customer interests helped make communications relevant. Product education, follow-up messages and reactivation campaigns supported the path from initial interest to further purchases.
Improving the experience over time.
The website remained an active workstream throughout the partnership, with new pages, design updates, checkout refinements and technical support.
Reporting across website behaviour, campaigns and email helped identify opportunities for improvement. This gave the team a shared basis for deciding where to focus the next round of work.
The result.
Imby gained an ecommerce foundation that supported product discovery, trial, individual purchases and subscriptions across its core markets.
Performance marketing and email connected that website with customer acquisition and ongoing communication, supporting both the first order and the relationship beyond it.
The multi-year partnership brought these activities into a coordinated approach, allowing the customer experience to develop alongside the business.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.