Delivering value with a scalable, personalised Shopify solution

Naturo has been bringing health and happiness to our furry friends for over 15 years. Stocked across major UK supermarkets, the Naturo brand champions all-natural recipes that cater to all dietary needs, however their digital platform wasn’t up to scratch.

Having recently undergone a rebrand, Naturo was looking to strengthen its DTC audience connection. It was the perfect time to partner up with IDHL, utilising our expertise to cement their reputation as your go-to organic pet food vendor with a platform that supports personalisation, loyalty and autonomy for internal teams.

Naturo only gives the best to our pets, but their digital experience needed a streamlined user journey that builds the Naturo community and encourages subscriptions.

To transform Naturo’s platform, IDHL took a holistic approach: a sophisticated web replatform supported by robust data migration, UX workshops and SEO groundwork. This strategy covered every base to give Naturo the best chance for success.

Replatforming for flexibility and optimisation 

Naturo’s previous platform was reliant on third-party involvement for updates and developments. To enhance autonomy and ease-of-use, IDHL replatformed Naturo’s site to Shopify Plus, providing improved scalability and functionality. A data migration allowed all products and sales data to transfer seamlessly without disrupting BAU. 

Integrating personalisation and user-generated content 

Ensuring customers felt a part of the online Naturo community was a big priority. To provide more opportunities for personalisation and UGC, we developed the Pet Food Calculator. This custom element allows customers to input their unique pet details to receive bespoke food advice and tailored product suggestions, pet profiles and preferences. 

Building loyalty and sustainable growth 

Naturo offers a subscription service and wanted to improve customer retention and loyalty after promotional orders. We developed a custom checkout extension that ensures the first order discount is limited to one-time use and implemented custom subscription widgets on product pages to boost engagement. 

Enhancing SEO and ranking visibility

Our SEO migration strategy maintained traffic and ranking performance when transitioning from old site to new. Old webpages were crawled and mapped to ensure seamless navigation to corresponding new PDPs and key SEO metrics were monitored post launch. 

With a strong Shopify setup, Naturo is primed to do what they do best: delivering our pets wholesome goodness in every bite. The proof is in the results: 

• A pet-friendly experience: Surfacing personalised product recommendations, alongside pet details, creates tailored UX and builds trust with their audience, ensuring anyone can find the right dietary needs for their furry friends.
• Streamlined Shopify solution: No longer limited by development bottlenecks, Naturo’s platform is scalable, flexible and embodies the friendly, natural feel of the brand.
• Successful SEO migration: In the period following the rebuild, site clicks were up 9% versus the 4 weeks prior to launch, and the average ranking position has been protected following the reindexing period.

"The team at IDHL were fantastic to work with from start to finish on our move to Shopify Plus, a project that involved an entirely new ecosystem. The project was delivered on time, within budget, and we always had access to the right technical expertise when we needed it. We're really pleased with the end result.“

John Roche, eCommerce Manager, Naturo