Retainer Work - GO
Retail Email Engagement Strategy, Marketing Automation and Web Development
for
NorthPoint Pets and Company
Email, Design, Art Direction, Development, Strategy, Writing
Creating Engaging Content for a Science-Based Pet Health Retailer
NorthPoint Pets is an Independent Pet Store in Cheshire, CT. They’re experts in pet nutrition and specialize in unique plans tailored to their clientele. Our challenge was to establish the brand as experts in a retail space that often doesn’t think enough about pet nutrition. We developed a regular communication series featuring thought leadership content intermingled with store news and events. We also created ongoing retail engagement automations rewarding VIP customers, garnering customer reviews and feedback, and welcoming new customers to the NorthPoint brand with personalization tailored to their pet. Additionally, in 2020, I took the lead in designing and developing a new website that has performed well since its launch with increased organic traffic and a noticeable increase in nutrition consultations.
Wins
What Was Learned?
From the get-go, we dealt with technology issues between the store’s POS system and our email marketing platform. The POS allowed for very little integration, and we were stuck manually exporting new customers which hamstrung many of our automation efforts. We were able to put in the leg work and manually trigger our automations based on our imports, but this led to increased labor and somewhat inconsistent execution. This led to a change in approach with less automation than initially proposed and more day-to-day engagement communication, which in turn led to increased labor effort on the part of our team. Looking back, we would have proposed a deep dive into the POS during onboarding and a potential API integration project.