How Swaggle is Transforming Pet Care
Swaggle's Journey
Swaggle’s journey from an initial idea to an operational business has been nothing short of remarkable. In just twelve months, Swaggle transformed from a concept into a fully functional pet care platform, encompassing both ecommerce and additional services tailored to pet care. This rapid progression was made possible through the partnership with Convert Digital, who helped launch Swaggle’s Shopify Plus site in January 2024.
The Vision
Chad Burke, Head of Swaggle, saw an opportunity within the pet industry. While there are many strong players, there is a clear gap in providing personalised care for pets. Recognising that every pet is unique, Swaggle envisioned offering customised recommendations and high-quality products tailored to each pet's needs.
And in case you were wondering … 'Swaggle' means the exact moment your pet displays happiness through joyful movement, reflecting their healthiest and happiest state.
“We believe there's an opportunity to enter the market in a unique way by truly supporting customers and their pets' unique needs through every key life stage.”
Sam Roberts (Head of Product, Swaggle)
Building the Foundations
Swaggle needed a partner with the right expertise and capability to achieve its vision and solidify future scalability.
''We needed to move fast to test our ideas with consumers, and Convert Digital was the total package. They come with the ability to solution, design, and develop everything end-to-end, which was very appealing to get going quickly. Their expertise with the tech stack we selected and their Shopify experience made the decision to work with them a no-brainer. Their strategic approach has also ensured we are able to scale with ease as we continue to grow'' says Sam Roberts, Head of Product, Swaggle.
In the past year, Swaggle has focused on building the essential elements of their business, internally referred to as the "brilliant basics." This focuses on creating a seamless customer experience where users can easily find, purchase, and receive products quickly.
During the early stages, Convert Digital worked closely with Swaggle to break down the development process into manageable steps. This involved creating a functional site with a clear customer journey, from homepage design to product search and checkout processes. This collaborative approach made sure the site was customer-centric and ready for market testing.
Sam said what's really exciting now is seeing that these elements are working well.
“Customers are responding positively- the feedback and our 4.9 Trustpilot score indicates we're on the right track. But now it's time to look at how we can differentiate ourselves, stand out in the market, and tap into what we've learned about customer behaviour over the last twelve months to bring them an even better experience."
Sam Roberts (Head of Product, Swaggle)
Selecting the Tech Stack
Swaggle opted for out-of-the-box solutions to facilitate quick and efficient development. The chosen tech stack includes Shopify Plus, Gorgias, Loop and Klaviyo. Shopify Plus was chosen for its wide ranging ecosystem, flexibility and commerce capabilities, which can be easily customised to reflect the brand and build the ultimate customer experience. Overall, the technology was selected to support Swaggle’s value proposition of a seamless customer experience, from website interactions to order fulfilment.
"Equally important to what our customers see on the site is how we fulfil their orders. Integrating these aspects with our ERP and warehouse has been a major focus over the past twelve months. Ultimately, the quality of the customer experience hinges on the moment they receive their product; they expect seamless fulfilment and a great quality product—a flawless website is a bonus."
Sam Roberts (Head of Product, Swaggle)
Sam highlighted two key areas where Swaggle utilised Convert Digital's expertise:
Website Experience: Designing a user-friendly site that provides a seamless, personalised, and secure shopping experience from browsing to checkout by leveraging customer data to offer tailored product recommendations.
Auto Delivery: Implementing a flexible subscription service that allows customers to schedule regular deliveries of their favourite pet products.
"Convert Digital are working with us every day and they are truly part of the Swaggle team. They know how we work. We know how they work. We have a really good working relationship." - Sam Roberts (Head of Product, Swaggle)
"Convert Digital has been a key partner for us. This past year, we've proven our model works end to end, delivering the desired customer experience we aimed for. Now, we're focused on scaling—reaching more customers, expanding our range, and exploring new opportunities to make the shopping experience better for pet owners."
Sam Roberts (Head of Product, Swaggle)
Impact and Next Steps
Swaggle has experienced impressive month-on-month growth since its launch. Swaggle’s close collaboration with Convert Digital has enabled continuous learning and iteration based on customer feedback and data-driven insights. With proven success in its first year, Swaggle is now focused on scaling. This involves reaching more customers, expanding its product range, and exploring new opportunities to continue improving the pet shopping experience.
