Carolina Pet Company

Web Design & Marketing

Amazon Marketing Services (AMS) // Digital Marketing // E-Commerce // ui/ux // Web Design + Development

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Project Overview

Carolina Pet Company is an award-winning American textile and manufacturing company headquartered in Prosperity, South Carolina. CPC has designed and manufactured hundreds of thousands of beds for the largest retailers in the United States. They pride themselves on creating collections that are beautiful, comfortable, and durable. 

See the website

Challenges & Objectives

CPC wanted to drive sales directly through their eCommerce website by launching renewed social media strategies, improving the user’s shopping experience, launching the licensed Pendleton brand, and streamlining product pages and categorization.

Requirements:

  • Improved user experience
  • Improved categorization and navigation
  • New product landing pages

CPC had an outdated website and needed a website refresh to showcase a growing product line.

Requirements:

  • Modern style guide
  • Modern theming and plugins
  • Clean layouts

CPC wanted to begin engaging consumers directly, and begin building their customer base as most of their customers were retailers and wholesale accounts.

Requirements:

  • Amazon storefront launch
  • Multi-channel fulfillment configuration
  • Product Research & Discovery, Ideation & Analysis
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Results

Store Expansion

CATEGORY VISIBILITY & NAVIGATION

Mega-menu implemented to display all categories within the navigation. All products recategorized with improved filtering and category display.

PRODUCT SHOWCASE

Product landing pages significantly overhauled to include image magnification, breadcrumbs, tabbed description, product specs and reviews.

WOOCOMMERCE EXTENSIONS

Custom integrations and add-ons included Abandoned cart notifications for logged-in users, ShipStation WooCommerce integration, Multi-step check-out, Product add-ons, Shipment tracking, Social login and Stripe Integration.

Brand Visibility

REFRESHED STYLE GUIDE

A refreshed duotone style guide, typography updates, and renewed product imagery were leveraged to showcase CPC’s flagship products.

MODERN ARCHITECTURE

New plugin and website architecture, implementation of a modern layout builder, and new plugin suite install were completed to reduce issues. All issues with plugin conflicts, minimally maintained plugins and other theming files resolved.

CLEAN AESTHETICS

Website refresh greatly simplified the appearance of the brand and instead emphasizes products and lifestyle imagery.

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Amazon Marketplace Launch

PRODUCT RESEARCH

New products identified for catalog expansion. Competitor analysis completed to estimate sales volume, calculate margins, and identify lucrative opportunities. Over $30k/mo in new opportunity revenue identified

PRODUCT OPTIMIZATION

Keyword research and competitive analysis performed to plan and execute a go-to-market strategy for Carolina Pet Company. PPC campaigns created.

PRODUCT CATALOG CLEAN-UP

Existing Amazon sellers had incorrectly entered variant structures on many of CPC’s signature products. Product clean-up, variant consolidation and brand name conventions required remediation.

Launch results

Massive boost in B2C sales volume, brand visibility and new revenue channels.

New Sales Channels
%
increase in year-over-year B2C monthly sales (August 2019 sales = $900)
Approx.
$k/mo
new monthly B2C revenue (~$3,500 through website, $45k/mo projected Amazon)
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We have worked with Nathan and his team for over 10 years. They have done a great job building our 3 websites. They are currently helping us open a Amazon Seller store. It’s been a pleasure working with such a great energetic group. Looking forward to seeing our Amazon store grow.

Christian Theodossiou

CEO, Carolina Pet Company

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