CLIENT: BUTTERNUT BOX
Increasing retention by supporting puppy parents
Insights from data and focus groups
Puppy customers are likely to be more worried about getting things ‘right’, especially if it’s their first time owning a puppy
Puppy owners are generally more engaged with the digital proposition, more likely to refer and more likely to buy additional products
Puppy parents looked for high levels of breed specific support
In the first 3 months customers wanted advice about how to feed, socialisation and toilet training
From 3-6 months customers wanted advice about behaviour, enrichment and training
Puppies are likely to be fussy and/or go off food at different times of this high growth period
Hypothesis
Tailoring the Butternut experience for puppy customers is likely to increase retention as customers feel supported and see Butternut Box to be a trusted source of support throughout their dog’s life.
Early ideation
Picture uploads that customers can update as their pup grows - to drive ongoing engagement
Contextual help and advice according to the pups age
Video content from subject matter experts to engage and to establish the brand as a trusted advisor
Reiteration based on user testing
In user tests participants appreciated the age-specific tips, feeding guidance, and training videos
Participants particularly valued the relevant expert advice and tips
80% participants found the 'how to feed' and 'common puppy issues,' sections engaging and useful
Delivered a transformed, personalised puppy-parent experience
Tested strongly, with clear user enthusiasm for tailored guidance
Drove revisits and referrals via the new puppy-profile upload
Launched cleanly, strengthening early-life engagement and forecast to improve retention once data lands
Eleanor Broderick