Project Overview
JustFoodForDogs is a pioneer of the fresh pet food movement. Since 2010, they have been cooking whole ingredient, human-grade, vet-formulated, research-backed food for dogs in their storefront kitchens across the country. They continue to expand their presence through various leading retailers, including Amazon.
The company’s Amazon store hadn’t been updated since it was originally established years prior. Since, Amazon’s tech had evolved exponentially and market demand for fresh, shelf-stable pet food options had increased, so the company centered their PantryFresh product line as part of their 2024 marketing strategy. As Creative Director, I was tasked with overhauling their Amazon store.
Proficiencies
Design systems for Amazon
Generative AI
Amazon & Vendor Central
A+ Content and PDP strategy
ASIN Database Management
Amazon Storefront 1.0:
The Opportunity
My approach to optimizing the store included:
Researching and analyzing the stores of direct competitors and adjacent brands
Outlining a new storefront flow that prioritized brand storytelling, product education and efficacy, and the PantryFresh product line
Refresh brand design with new modules and dynamic content using video, supportive AI generated imagery, social proof, and responsive assets
Testing select assets against consumers
Rebuilding the store, module-by-module, page-by-page
Amazon Storefront 2.0:
The Outcome
Traffic increased. ASIN CTR from Home page went up, indicating higher drive to the storefront and from A+ Content.
Sales and engagement increased. PantryFresh sales on Amazon increased. 5-star reviews from verified customers increased, suggesting an improvement in product awareness and brand perception.