Overview
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Crosswell K9 Limited are proud to be Chew Proof first Official Distributor and Representatives in New Zealand.
Design an e-commerce site in 3.5 weeks for a new dog-bed distributor, enabling immediate market entry.
Website needed to have the ability to be scaled up and feature more than the brand.
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Before I could commence a e-commerce build, I had to undertake a quick SWOT Analysis and establish a very ‘top line business approach plan’ to form a brand and creative brief. Several marketing assets also needed to be developed.
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Crosswell K9 embarked on a new venture with minimal strategic planning and limited administrative setup. The project began without a formal business plan, creative brief, or brand guidelines to inform the development of the e-commerce platform. Their confidence stemmed solely from a strong belief in product quality and research indicating a distinct NZ market niche they believed was ripe for success.
This lack of foundational insights, coupled with a heavy reliance on assumptions, was further complicated by an extremely tight deadline. The constrained timeline limited opportunities for thorough exploration and testing, requiring rapid adaptation and decision-making.
This project demanded that I quickly acquire new skills, as it was my first experience developing an e-commerce platform on Shopify.
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Product & Service Features Audit
Competitor Analysis
Shopify self-guided learning
Draft proposal including site map and brand positioning
Liaised with Product Wholesaler.
Sourcing of online images and marketing assets
Content creation
Research and integration of size recommender widget
Build e-commerce site
Test - Iterate- Test
Client training
Client testing and approval
Handover
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Shopify
Kiwi Size Chart & Recommender
Adobe Photoshop
Adobe illustrator
Adobe Acrobat
Adobe Stock
Adobe Premiere Pro
Vimeo
Brand positioning
Competitor analysis revealed that many online stores prioritize fashion-forward designs, aligning products with pet owners’ aesthetic aspirations. ChewProof design beds, however, do not aim to compete on looks - they excel in robust, non-destructive construction.
This brand proposition embraces that toughness unapologetically, celebrating simplicity and a ‘no-fuss’ attitude.
Consequently, the brand narrative focused on showcasing dogs that reflect this ethos - not the typical ‘cute and cuddly’ companions, but those embodying strength, an abundance of personality and resilience.
Problem-solving + call to action
Many dog owners have long struggled with finding durable, comfortable bedding that withstands vigorous chewing and daily wear. This persistent challenge often leads to repeated purchases and frustration.
This website strategically aligns content with the buyer’s journey, consistently reminding visitors of their problem and promptly offering the ChewProof bed as the definitive solution.
A compelling video reel showcasing dogs energetically testing the bed’s resilience has significantly boosted engagement and lent authenticity through genuine customer testimonials. This integrated digital marketing approach effectively converts problem-aware prospects into confident purchasers.
Reducing potential clients perceived risk
Designed to ease the concern and complexity involved in choosing the correct dog bed size, our selected size recommender allows users to select their pet’s specific breed to accurately determine the ideal bed dimensions.
Complementary features such as a Welcome Offer (15% discount), free shipping, and targeted price reductions reinforce the value proposition, ensuring customers perceive the investment as worthwhile and timely.
Additionally, flexible payment options, money-back guarantees, and comprehensive warranties and expert testimonials provide further assurance, making the purchase decision seamless and confident.