Dog.com is part of an extensive set of web properties owned by TABcom. The bare-bones community forum, segregated from the primary e-commerce site, and with little other social functionality other than member profiles, needed to be restored as a primary destination for dog owners worldwide, utilising a more up to date and relevant social platform.
The Dog.com audience is passionate about their dogs. They like to connect with other likeminded dog lovers to seek guidance, advice and answers to the concerns they have about dog ownership. The challenge to the 4 Roads team was to influence and steer sales through engagement, plus recruiting new customers while retaining existing ones.
The new Dog.com site serves the needs of users by providing great content, anchored by an engaging community. This differentiates Dog.com from its competitors, allowing the business to get much closer to end-user. By engaging with consumers in an area of passion, Dog.com addresses their problems in an authentic way, which is sympathetic to their needs and opens up a whole new space for social commerce.
By serving the needs of the audience, Dog.com builds a relationship of trust and creates stickiness to the site. Combine this with ecommerce and Dog.com addresses and serves every level of need of the user.