Delivering improved digital experience for a global pet company

Interpet are a global pet company specialising in fishkeeping and aquatic treatments. The company are owned by the parent organisation Central Garden & Pet which has an annual turnover of over $1.8 billion. Since Interpet’s inception in the 1950s, the brand has always sought to move forwards, innovate and stay one step ahead of the competition. Today, Interpet develop products for pets and their owners, striving to make pet keeping more enjoyable and rewarding for everyone.

The primary goals of Netcel's initial engagement were to reintroduce the Interpet brand to the UK and offer a detailed and intuitive product catalogue in addition to migrating to a new Kentico digital experience platform that facilitates good SEO.

With a huge variety of products and information to display, the Interpet website needed to be clean, sleek and intuitive for customers first and foremost.

Due to being a catalogue site, Interpet.co.uk would also need to integrate seamlessly with the client’s PIM (Product Information Management) system to ensure that the experience of finding the right product information, and where to purchase it in store, was as smooth and hassle free as possible.

Netcel worked in collaboration with Interpet to create a sleek, intuitive product catalogue website using Kentico that's fully integrated with Interpet’s PIM and DAM systems and showcased the breadth of fishcare products on offer from the brand.

To further aid in-store purchases, Netcel created bespoke modules in the store/product catalogue area. This included a dosage calculator that helps customers decide on the right dosages for their fish tanks, a bespoke ‘where to buy’ element, and a fish diagnosis tool called ‘The Fish Doctor’ - a questionnaire which enables customers to diagnose various diseases that may be affecting their fish.

As a result of Netcel's work, Interpet have seen a massive increase in website traffic, with one of the sites delivering over 14,000% increase in page views, as well as a noticeable improvement on search engine rankings.

  • 14,000% increase in page views
  • 5,506% increase in sessions

Having all the tools on one platform has given us the flexibility to create several different brand websites, styled to be unique but created around the same set of building blocks. We have seen increases in team efficiency and anticipate ongoing gains as we roll out further sites on this platform. Tools such as the diagnostic drills and dosage calculators make us stand out from of the competition and deliver what the consumer is looking for.

Karen Paxton, Digital Marketing Executive, Interpet

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