Customer Stories / The Farmer's Dog

58% More Dogs Received The Farmer’s Dog This Month

about the company

industry

eCommerce

By making onboarding more human with timely, relevant phone conversations, organic pet food leader, The Farmer’s Dog, saw a 58% uplift in new customer conversion.

"Starting a phone sales program to call our unconverted leads and existing customers was so straightforward with Regal. And we are seeing a 58% lift in conversion."

Manuj Goyal

Product Manager, The Farmer's Dog

in numbers

The Farmer’s Dog used Regal to outbound with timely, relevant calls and text messages to each user who abandoned cart based on their behavior in the onboarding experience.

57%

Lift in Conversion

32%

Answer Rate

15$

Lift in Month 1 Retention

The Farmer's Dog: A Healthy Diet for Dogs

The team at The Farmer’s Dog has built a fanatical following for their subscription organic dog food service. The D2C brand’s mission is to provide dog owners a convenient way to provide their dogs with a healthy & organic diet. The crafted food is fresh, organic and vet developed - and is delivered to the customer’s door.

Much of their recent expansion has been driven by their innovative marketing and customer service team.

So when they approached Regal to explore new growth opportunities, we knew it would be a fantastic partnership. And as pet owners ourselves, we were very motivated to help expand their reach as we knew who this would ultimately benefit.

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PROBLEM

How to Convert Intrigued Customers Who Didn’t Self-Serve?

Customer research showed The Farmer’s Dog that many prospects who were highly engaged with The Farmer’s Dog’s website and emails were not converting. However, they observed that when the customer service team spoke with prospects who called in, conversion went through the roof.

With that learning, the team set out to find a solution that would enable them to proactively engage high-intent prospects in a human conversation at critical key moments, such as an abandoned cart. And as over 70% of traffic was on mobile, it was imperative to create a seamless mobile experience.

Their customer support tool had a phone channel, but agents had to rely on intuition to know who to call. They had no data, workflows or analytics to help them.

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SOLUTION

Engaging Prospects the Regal Way

The Farmer’s Dog used Regal to outbound with timely, relevant calls and text messages to each user who abandoned cart based on their behavior in the onboarding experience. Combined with the Branded Caller ID (that Regal offers on all 400M cell phones in the US), this led to a third of the target customers answering calls.

For the first time, the brand’s agents could reliably engage the right prospects at the right time in a human conversation. Personalized conversations - like the one below - allowed The Farmer’s Dog’s agents to connect with customers, answer their questions, address their concerns, and guide them towards a purchase.

Intuitively it would seem expensive to have humans call customers but, The Farmer’s Dog’s marketing team found that this remarketing channel was the most cost efficient paid channel for the company as these were high intent users. It turns out it’s more effective to engage existing traffic than run paid marketing for new traffic.

POST-SCRIPT

Retention with Regal

The Farmer’s Dog has long known that asa subscription business, retention is just as important as acquisition. Even a slight bump in month one retention can have an enormous impact on the average customer’s lifetime value.

So The Farmer’s Dog also used the package delivery notification on their first shipment to trigger a phone call to each. An agent then shares in the unboxing experience and helps with advice on portioning and storing food.

Within a single quarter, one month retention increased by a dramatic 15%.

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