Naturediet
Building a natural dog food brand’s next chapter on Shopify
Helping every dog find the right food
Naturediet’s previous website worked, but it did not do enough to help customers understand the range or choose the right food for their dog.
Farrows moved Naturediet to Shopify and rebuilt the experience around each dog’s needs, making it easier to choose the right food, understand how much to feed and keep the cupboard stocked.
- Returning customer rate
- 78%
- Checkout completion rate
- 85%
- Higher spend among loyalty redeemers
- +62%
The Brief
Naturediet’s previous website was functional, but it expected customers to understand the product range before they could shop it.
Most dog owners start somewhere else. They might have a puppy, a sensitive stomach to manage or simply want to know which recipe is right for their dog. The website needed to meet them at that point and guide them towards a confident choice.
Naturediet also needed a platform its team could manage more easily, with the flexibility to support ambitious plans across paid media, email, social and SEO.
Our brief was to turn the website into a stronger expression of the brand and a more effective engine for acquisition, conversion and long-term customer loyalty.
The Strategy
We put the dog at the centre of the journey.
That meant organising the experience around real customer needs, rather than expecting people to navigate by product knowledge alone. Clearer navigation, need-based landing pages and richer product content would all help, but we saw an opportunity to take the guidance further.
The Feeding Advisor became the heart of the experience. By understanding the dog behind each visit, Naturediet could recommend suitable products, provide a tailored feeding plan and continue offering more relevant support after purchase.
From there, we connected the wider customer journey. Subscriptions make reordering easier, loyalty rewards repeat purchase and Klaviyo communications arrive around moments that matter, from predicted replenishment dates to birthdays and life-stage changes.
It gave Naturediet a more useful role in its customers’ lives, helping them make better decisions rather than simply presenting products.
The thing I’m most pleased with is how much of this project came from thinking about the person buying the food. They want to know what’s right for their dog and how much to feed them, and it’s easy to forget that when you know the range inside out. Starting there helped everything join up: the Feeding Advisor helps them choose, subscriptions make the next order easier, and knowing more about their dog means we can send more useful, relevant emails. Each part builds on what we’ve already learnt about the customer.
The Execution
Farrows redesigned and developed the Naturediet website on Shopify, bringing clearer structure, stronger storytelling and a simpler path to purchase.
The new Feeding Advisor asks customers about their dog’s age, size, activity and nutritional needs. It then recommends suitable recipes, calculates how much to feed and allows customers to save individual dog profiles for future visits.
Across the wider site, need-based landing pages support common concerns such as sensitive digestion, while richer product pages bring ingredients, benefits and feeding guidance together in one place.
We also moved subscriptions onto a simpler platform, making them easier for customers to manage and giving the Naturediet team greater control behind the scenes.
A fully branded Yotpo loyalty programme rewards ongoing purchases, while an integrated referral scheme encourages existing customers to introduce new people to Naturediet. Klaviyo then connects the experience beyond the website through automated replenishment reminders and communications tailored around each dog’s profile.
Together, these elements turn a routine purchase into a more personal and supportive experience.
The Results
Since launching on Shopify, 78% of Naturediet customers have returned to purchase again. The new checkout is converting strongly too, with 85% of customers who reach checkout going on to complete their order.
Loyalty is adding further value. Customers who redeem rewards spend an average 62% more than non-redeemers, showing that active members are developing a more valuable relationship with the brand.
These results reflect the strength of the wider experience. Customers receive help finding the right food, a simpler way to reorder and relevant reasons to stay engaged as their dog’s needs change.
Naturediet now has an ecommerce platform that feels more like the brand, works harder commercially and gives its team the freedom to keep moving forward.
