Central Garden & Pet
OVERVIEW
Central Garden & Pet is home to some of the most well-respected brands in the pet and gardening communities, but many people didn't realize that these diverse offerings were all part of one company. To leverage the brand equity of their products and improve the company reputation in the financial markets, Central embarked on a number of efforts, with the Web being a focal point of this ongoing educational and promotional effort.
Challenge
- Central had numerous product sites with unique brand identities that needed to be tied together without dilution.
- A variety of delivery, back-end and existing business relationships needed to be consolidated without disruption.
- Flexibility to allow for a variety of marketing and commerce initiatives was imperative.
Solution
- A consolidated hosting and content management solution was adopted to centralize all Web efforts.
- Over-arching corporate and promotional sites were developed to serve as an umbrella for the various product sites.
- A variety of advanced features like "Build Your Own Aquarium" were integrated into the sites.
Results
- Products are successfully cross-promoted via a site (Pet University), email and search facilities.
- Significant cost savings and improvement on delivery.
- Shared infrastructure between larger and smaller brands has allowed for more experimentation and cost savings.
