How DogCatStar Boosts ROAS by More Than 4x with Personalization

About DogCatStar

DogCatStar holds the belief that "healthy pet food should not be a luxury; but a long-term necessity for pets". With the simple concept of "creating premium, nutritious, and affordable wet pet food", DogCatStar incorporates rigorous ingredients selection process and upkeeps pet food production quality. With a "high-quality, high-value" brand positioning, their mission is to provide every pet with safe and nutritious food.

Founded in 2013, DogCatStar has since become Taiwan's leading brand in raw pet food. Their product range has expanded to include pet health supplements, pet care products, lifestyle items, and toys, extensively meeting every pet owners' needs. They share a common goal with pet owners, which is to "help pets eat better and increase life expectancy". 

Maximizing Customer Experience: Transforming Engagements into a High-Value Conversions

Optimizing the Marketing Funnel with Customer Behavior Analysis

Since its establishment 10 years ago, DogCatStar has built a strong brand presence and consistent traffic. Their social media management is rather mature, but website interactions and sales conversions lacked systematic tracking. Despite diverse publications and informative pet care articles on their website which has helped them to gather website traffic,  they weren't able to track customers' browsing data, resulting in many missed opportunities for personalized communication and market segmentation, which to DogCatStar is of significant loss.

Increasing Repeat Purchase Opportunities to Strengthen Revenue

DogCatStar recognizes that pet food is an essential purchase item among pet owners, in which owners tend to make regular repeat purchases once they are accustomed to a specific brand. This provides the brand with a stable revenue stream. Therefore, engaging customers through their website on the first visit is essential for DogCatStar. DogCatStar aims to have a complete understanding of pet owners' preferences through customer data analysis, thus applying personalized communication to enhance repeat purchase rates and customer loyalty.

Streamlining Customer Journeys through Data Tracking

The DogCatStar team has long embraced the concepts of "customer journey" and "member activation" in customer management. They understood the importance of using tools to connect marketing touchpoints seamlessly. With a surge in website traffic post-pandemic, they decided to partner up with beBit TECH in the year 2021. Through the implementation of OmniSegment CDP, DogCatStar was able to refine their marketing funnel and deliver excellent customer journey. OmniSegment CDP helped the team in integrating and tracking multiple data sources, providing comprehensive data analysis that allowed the team to drive marketing decisions based on insights.

Activating Website Traffic Identification for Personalized Communication

Before implementing OmniSegment CDP, traffic obtained from DogCatStar's marketing channels were unidentifiable, making it challenging for data analysis and application. With OmniSegment CDP, customer interactions could be automatically and accurately captured based on their individualized browsing behavior and clicks. For instance, through setting up customer journeys, the team was able to engage users who opened Emails or clicked on specific articles, allowing them to apply personalized marketing communications and product recommendations to respective customers. OmniSegment CDP's no-code automation allows for quick setting up of customer journeys, enhancing conversion rates effectively for the team without having to manually segment markets.

Optimizing Product Recommendations to Boost Conversions

To enhance repeat purchase rates, DogCatStar knew they have to primarily understand their customers better, in which they were able to gain deeper insights into customer behavior through performance reports delivered by OmniSegment CDP. By analyzing customer purchase data, DogCatStar was able to develop the right strategies to promote repeat purchases. For instance, the team could identify the highest-performing products by comparing the repeat purchase rates of products from its initial customer purchase. Similar analyses help identify the best cross-selling product combinations.

This deeper understanding of customer purchasing behavior allows DogCatStar to optimize conversions at every stage of customer journeys - from site visits, to cart additions, to initial and repeat purchases, and customer retention.

The Results

After implementing OmniSegment CDP, DogCatStar was able to effectively engage first-time customers through consistent sharing of informative articles, enhancing brand trust and loyalty. This strategy, coupled with product recommendations, boosted their Return on Ad Spend (ROAS) by 4.16 times.

For new product launches, DogCatStar utilized cross-selling strategies to drive promotions. By leveraging OmniSegment CDP, the team identified customers who previously purchased similar products and delivered soft promotional content through educational articles. This approach achieved a ROAS of 236.

In the repeat purchase domain, DogCatStar capitalized on the high retention rate in the pet industry. Using OmniSegment CDP, the team automated the sharing of useful articles to customers seven days post-purchase, and followed up with discount offers on estimated repurchase dates. This strategy resulted in an impressive ROAS of up to 2400.