Pet Car Seat Barrier Case Study
Compared to on boarding, average weekly revenues climbed by almost five times.
Sessions have climbed more than six times since on boarding in less than a year.
On boarded on July, 2024
Industry: Pet
Location: UK
As a pet owner who frequently traveled with pets, the founder, Sarah, realized the need for a simple, effective solution to keep pets safe and secure during car rides. This led to the creation of PawGuard Pet Car Seat Barriers, designed to prevent pets from distracting drivers while providing them with their own safe space in the car.
PawGuard is committed to offering durable, easy-to-install, and comfortable car seat barriers that ensure both pets and drivers can enjoy stress-free and safe journeys.
The Challenges
New Brand to the Market: Paw Guard Pet Car Seat Barriers entered a highly competitive pet product market, with many established brands offering pet travel accessories. The challenge was to create awareness and differentiate the product while convincing pet owners that Paw Guard’s premium solution was worth the investment.
PPC: With a premium pricing strategy due to the durable materials and innovative design, driving conversions was difficult, especially when customers compared Paw Guard to cheaper, less effective alternatives.
Supply Chain & Logistics – Managing various sizes and materials for different car models, while ensuring all products met the highest safety standards, posed logistical challenges. The growing demand for the product also required efficient coordination with manufacturers and retailers to prevent stockouts.
The Approach
To define our strategy, we conducted a thorough analysis of the market and competitors. We then implemented a comprehensive plan focusing on the following elements:
Marketing & Design
Competitor Analysis: We analyzed leading pet travel accessory brands and identified relevant keywords to understand what pet owners prioritize when purchasing pet car seat barriers—such as safety, durability, and ease of installation.
Content Creation: Leveraged insights from this analysis to develop compelling product descriptions, informative A+ Content, and infographics that highlighted the key benefits of PawGuard Pet Car Seat Barriers, such as their scratch-resistant materials, reinforced stitching, and quick installation.
Enhanced Presentation: Upgraded our product listings with premium A+ Content, including high-quality videos that demonstrated how PawGuard keeps pets safely in the back seat without compromising their comfort or the driver’s safety.
New Version Launches
Strategic Timing: Coordinated product updates, shipment schedules, and PPC campaigns to strategically launch new versions with improved features, such as added storage pockets for pet supplies or a more flexible barrier that fits various car models.
Launch Planning: Planned future product launches to ensure that older models were sold out before introducing new designs, maintaining inventory efficiency and avoiding overproduction.
Product Expansion: Launched new sizes and styles separately to target specific keywords such as “pet car seat barrier for SUVs” and “pet travel barrier,” with plans to consolidate customer reviews and improve the Best Seller Rank (BSR) for the category.
Logistics
Inventory Management: Implemented forecasting tools to predict inventory needs based on seasonal travel trends and holidays, helping to avoid stockouts during high-demand periods, such as summer holidays when families travel with pets.
Efficient Fulfillment: Partnered with local UK-based logistics providers to ensure fast and cost-effective shipping, reducing delays and third-party logistics expenses.
Ad Spend Optimization: Adjusted PPC budgets to align with demand spikes and sales promotions, ensuring product visibility during key buying periods while controlling sales volume to match available inventory.
Advertisement & PPC
Targeted Campaigns: Developed highly targeted PPC campaigns focusing on key search terms like “pet car seat barrier,” “dog travel accessories,” and “back seat pet barrier.” These campaigns also targeted competitor products, offering an alternative to pet owners seeking enhanced safety features.
Campaign Optimization: Continuously refined PPC campaigns by analyzing performance metrics and adjusting bids, targeting options, and ad copy to maximize return on ad spend.
Brand Promotions: Launched promotions during travel-heavy seasons (e.g., summer vacations) and special holidays, offering discounts and bundling deals (e.g., a pet seat cover with the barrier) to boost sales and increase brand visibility.
Conversion Rate
Continuous Testing: Conducted A/B testing on product titles, main images, and bullet points to improve click-through rates and conversions. We also tested different messaging around the benefits of pet safety, durability, and comfort to see what resonated most with customers.
