Leading Pet Food Manufacturer
Streamlining Sites to Achieve Economies of Scale and Fast Time to Market
A leading pet care and pet food manufacturer set out to align its technology with its high quality products, business goals and consumer expectations for online experiences. As a primary customer engagement and marketing tool, the brand websites and experiences were critical to this alignment and to achieving both economies of scale and a fast time to market.
They engaged Nerdery to streamline their global portfolio of brands (spanning more than 70 websites built on different technologies) to manage content through a single digital experience platform, Drupal. Building in back-end functionality and streamlining the sites created a modern, central platform for the client. This enabled them to quickly launch new brands and campaigns to capitalize on innovation and market demand as well as make real-time updates across multiple sites, boost search rankings and significantly reduce management costs and security risks.
Customer Experience Strategy
Research & Consumer Insights
“We knew this was the right strategy, but these results have well exceeded expectations…and isn’t even the full picture – scanning efficiencies, more frequent releases, the use of 180+ Drupal contributed modules, Canada, Latin America, New Zealand support…[the engagement] is certainly setting the course for the organization and getting recognized for it.”
Senior Digital Product Owner
The client needed to reduce costs and simplify technology requirements while enabling current and future brands to accelerate speed to market for new initiatives and campaigns. With many of their brands having disparate websites built with various technologies and supported by numerous vendors, their technology and governance costs were significant and their capacity to move new products and initiatives to market quickly was hindered. A central digital experience platform would streamline their consumer data and analytics, advance search engine optimization (SEO) strategies, and enable their teams to quickly create content and online experiences based on changing industry regulations, product launches and market opportunities.
Strategy and Solution
Nerdery’s team reviewed the digital properties with an eye toward modernizing platforms. We then streamlined them into the Drupal content management system (CMS) supported by Acquia Cloud Site Factory. This provided strong security and efficient workflow controls so the marketing team could easily make updates to the sites and create new on-brand experiences for a global audience without development support. Employing the Drupal Contrib-First Approach, we replaced custom unmaintained legacy solutions with Drupal-community-maintained and secure solutions.
The new platform revolutionizes what was a months-long content updating process, provides a central hub that gives a clear view of all the digital properties, ensures branding remains consistent across websites, as well as standardizes and streamlines content authoring tools, third party integrations and analytics. Additionally, Nerdery worked alongside our client’s teams to drive agile transformation efforts to ensure efficiency in processes going forward.
New digital experiences for customers:
Interactive ingredient sourcing map
Product recommendation chat bot experience using Google Vision API
Web augmented reality experiences
Content syndication and backend administration for web and mobile applications
Support and management of new product trials
Internationalization and localization of content and third party integrations
Streamlining the websites and their supporting technologies into a single, easy-to-use CMS has allowed this leading pet food manufacturer to achieve economies of scale and a fast time to market, significantly reducing costs and time spent managing digital assets.
Security scans have been reduced from 22 to 1 scan monthly, saving $230K annually.
We successfully migrated sites from the legacy servers within a 5-month deadline, allowing the servers to be decommissioned and saving the company $1.5M.
By aligning with the global Drupal community, we have accelerated the time-to-value by leveraging and extending off-the-shelf (already built) Drupal “Contributed Modules,” saving $300K annually (1.5 FTE) in development costs.
The client’s search engine rankings have greatly improved to benefit all of the brands collectively.
Organic search traffic increased 56% YoY
Organic search traffic to brands’ product pages was up 53% post-migration
Organic share of voice (SOV) increased to 61%