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Natures Menu

Future-proofing growth with a subscription approach

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.

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50% INCREASE IN NATURES MENU SUBSCRIBER RATIO AMONGST FIRST-TIME BUYERS
ENHANCED SUBSCRIPTIONS AND CUSTOMER DATABASE
360° VIEW OF CUSTOMER DATA & PREFERENCES
SMOOTH CONNECTED CUSTOMER SUPPORT
OPTIMIZED PAGE PERFORMANCE AND WEBSITE TRAFFIC
ACCELERATED BUSINESS GROWTH AND ROI
BOOSTED CUSTOMER ENGAGEMENT & RETENTION
Natures Menu

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.

TECH STACK

Natures Menu

THE ENGAGING MEAL PLANS

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.

  • A lead or customer creates a pet profile through a series of questions about their pet.
  • The meal plans can be composed of three boxes with different price tiers, with customers able to personalize protein and choose the percentage of raw feeding.
  • The platform determines the daily caloric need (Kcal/day) of the pet, based on the data and protein preferences, optimal shipping frequency, or consecutive orders with automatic, real-time adjustments.
Natures Menu
Natures Menu

THIS SOLUTION MAY BE RIGHT FOR YOU IF YOU

  • Want to gain a complete view of data for personalized recommendations that keep customers enagaged and loyal.
  • Would like to appeal to various buyer categories.
  • Have a subscriber-based business model and want to expand your database.
  • Want to stay connected to your customer needs with optimized service support.
  • Want to offer a better shopping journeys to boost sales.

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