Pet food brand harnesses shoppable content to feed customer needs

Sep 25, 2017 | CPG

Inspired Pet Nutrition, a family-run business whose Wagg and Harringtons brands make it the UK’s largest independent producer of dry pet food, is investing in shoppable ads and content, making it even easier for consumers to buy products directly from them.

IPN has been working with add to basket tech firm Adimo to enable customers to buy directly from video for its Harringtons brand – one of the first FMCG brands in the world to utilise this technology for video.

Viewers are able to interact with the Harrington’s video content, which includes the brand’s first televised advert, to add the product directly into to their weekly shop from a retailer of their choice, view information on where to buy and product details, as well as reviews from other users, all without leaving the page.

IPN also employed Adimo technology to include add to basket technology across the Harringtons and Wagg websites as well add a new retailer,, to this shoppable technology, bringing the number of retailers who consumers can see pricing and product availability from to nine. This technology enables visitors to select the products they want and instantly add it to their weekly shop, which can then be finalised later at a time of their choosing – all without leaving the page.

Adimo technology will also be used to offer Wagg customers a seven day satisfaction guarantee with available refunds – a particularly appropriate service since it can often take a dog one week to adapt to new food.

The partnership comes after an initial trial period that saw engagement and direct sales rise significantly as customers took advantage of a far shorter path to purchase.

Of those customers who clicked on the interactive Harrington’s video advert, 77% went on to select a retailer and three in five clicked Buy Now. Of those users that have interacted with the shoppable content on the Harrington’s website, 83.4% went on to select a retailer to deliver their selected product. IPN will look to leverage these direct sales opportunities further as it targets a £100m turnover in the next five years.

Richie Kelly, CEO of Adimo, said: “While an increasing number of brands are adopting add to basket technology in order to keep pace with competitors, few have applied this to video. In this respect, IPN has beaten many international FMCG brands to the punch. Video is proving to be such an engaging medium and this move should give many FMCG brands pause for thought as they consider how to provide customers with ever-shorter paths to purchase.”

Daniel Reeves, IPN Managing Director, said: “Adimo’s technology provides our customers with a instant online purchase opportunity. We know that shoppers have a growing range of deliveries to contend with, and so providing an instant checkout across our video and websites means we can make their day that little bit more straightforward. Our results so far show that this certainly secures the initial sale but also keeps customers coming back time and again.”

All topics

Previous editions

Get email edition