Royal Canin
With DQE, the assisted entry of postal addresses has reduced the time spent by our customers on the Royal Canin website form by 20%. The result is a better experience at this strategic stage in the purchasing tunnel, and a 5% higher conversion rate.
Issues
Royal Canin showcases its Premium brand of health nutrition for animals, the most precise in the world, on its e-commerce site which it has made its flagship store. Developed in-house and duplicated in the brand’s ten or so global markets, this benchmark site reflects the Mars Group’s strategic vision in terms of proximity to consumers.
In this context, the Royal Canin website aims to make life easier for pet owners. In addition, the brand is keen to offer a fast purchasing funnel and the most intuitive experience possible. Charles Nicolas, E-Commerce and Digital Transformation Lead at Royal Canin – Mars Group, explains: “We keep a close eye on the customer’s purchasing path on our Royal Canin flagship store. The time spent on the purchase forms and the bounce and abandonment rates indicated a lack of fluidity at this stage. What’s more, we were encountering excessive problems of undelivered mail due to errors in postal addresses in various countries. We needed to make it easier and more reliable to enter addresses on these forms.
Solutions
Three years ago, Royal Canin evaluated various data quality solutions for real-time postal address input help. It chose DQE.
“DQE’s input help solution for postal address masters the postal repositories of different countries, such as Japan. This gave us the assurance of international support,” notes Charles Nicolas. “On top of that, DQE produced the fastest response times in our evaluation for the majority of target countries, an essential performance criterion for Royal Canin’s e-commerce site.
Another argument in favor of DQE’s solution: the simplicity of integration and the flow of processing without data backup outside of Royal Canin’s systems – an asset for GDPR compliance.
Results
20% less time spent on forms
From now on, buyers on the Royal Canin website benefit from input help with their postal address. From the very first characters they enter, the DQE solution suggests standardized entries by field, according to current postal repositories. As well, real-time control of the validity of postal addresses ensures the collection of reliable data.
“With DQE, postal address input help has reduced the time spent by our customers on the Royal Canin website form by 20%. The result is a better experience at this strategic stage in the purchasing funnel, and a 5% higher conversion rate,” says Charles Nicolas.
5% drop in undelivered mail
Qualified in real time as they are collected, Royal Canin customers’ postal addresses can be better used by internal systems. This is the case for logistics, where controlled and standardized postal addresses make deliveries more reliable.
Charles Nicolas confirms, “Since we started using DQE to qualify the collection of postal addresses in real time, we’ve seen a 5% drop in undelivered mail. Guaranteeing our deliveries contributes to the Royal Canin brand’s Premium service “.
A model ready for international scale
With DQE, Royal Canin was able to make a key optimization to the order form on its flagship store. This core model can be duplicated in the brand’s other international markets, thanks to DQE’s mastery of global postal repositories.
In fact, DQE’s input help solution makes address recommendations in line with the repository in force in each country, and adapts to local data entry habits and standards. The brand is preparing to duplicate the model in Japan and Europe, starting with Italy.
SECTOR
Retail & Ecommerce
CHALLENGES
- Improving the shopping experience
- Simplifying the online purchase journey
- Making delivery addresses more reliable
DQE SOLUTIONS
ADDRESS
BENEFITS
