Founded in 1963, Affinity Petcare is the leading cat and dog food product manufacturer in Spain, fifth in Europe, and sixth in the world. Affinity Petcare recently acquired Natures Menu, a nutrition brand based in England with a 40-year history. With a mission to bring the most natural, nutritious, and unprocessed food to pets, Natures Menu needed a matching online presence.
Already relying on a Salesforce multi-cloud solution with Commerce, Marketing, and Service Clouds, Affinity wanted to expand their technology to the newly acquired brand. They wanted to build a customizedMeal Plan functionality to align with their B2C acceleration business plan for increased lifetime value. Natures Menu’s existing B2C platform wasn’t scalable, flexible, or robust enough to support the Meal Plan functionality to bring new subscribers to the frozen raw food category.
“We trusted OSF’s multi-cloud expertise, local resources, and global know-how. They proved to be a reliable partner and worked together with Salesforce to support our goals. Through OSF’s work, the Natures Menu commerce website was launched with minimized cost and time-to-market—and with enhanced features! We’re already discussing expanding our partnership with other Affinity Petcare brands.”
With Salesforce Commerce Cloud supported by Einstein and OSF’s Smart Order Refill Cartridge, Natures Menu can offer smooth customer subscription and deliver personalized recommendations. We also expanded Natures Menu’s Service org, with Web to Case and Order on Behalf features, empowering agents to fully support customers—keeping all eyes on data to identify pet owners and all their pets. The new flow, mimicking a loyalty management program built in Service, relies on automation to assign points and rewards for customer retention.
Marketing Cloud was tailored to support transactional emails for a connected customer journey. To help Natures Menu upgrade and customize their Meal Plan for increased subscriptions, multiple clouds are linked with B2C-Service, B2C-Marketing, and Service-Marketing connectors. We ensured Natures Menu’s customer experiences are smooth, from start to checkout.. We built a system that brings clarity and transparency for service agents with full support and easy shopping for customers.
Customers can create new meal plans based on pet information. An API takes the data and recommends the meal plan. Customers can choose between a set of boxes.