Pedigree Wholesale Mobile App
The Brief
PetProducts are one of the leading suppliers of pet products and aquatic products into the independent retail sector.
Pedigree Wholesale has held a proud place as an award-winning, leading supplier of pet and aquatic products to the independent retail sector in the UK for over 50 years. Under their Pet Products brand they have 21 bricks and mortar stores catering for a loyal customer base.
Pedigree Wholesale had completed a migration to their new ecommerce platform. The site was integrated into the SAP back office system and was already delivering game-changing results. To build on this success, Pedigree wanted to support the online operation with a mobile app and approached PureNet to plan and develop a solution.
The Approach
PureNet worked with the Pedigree to map out the user experience (UX), the integration and the precise functionality the app would provide.
The key requirement was to ensure a slick, streamlined checkout which stores client details. This could then support one-click reordering, and simplified workflow, as these reduce friction in complex B2B buying journeys. Mobile apps often convert more highly than mobile sites and their ease of use means that B2B customers are less likely to purchase from a competitor providing a less user-friendly ecommerce experience.
To develop the solution, PureNet used Flutter, Google’s open-source UI software development kit for building natively compiled, multi-platform applications from a single codebase. It enables high-performance, customised, and responsive apps for mobile (iOS, Android), using the Dart programming language. Key features include hot reload for fast development and a rendering engine for a consistent, flexible user interface (UI).
The backend was provided by Firebase, a comprehensive Backend-as-a-Service (BaaS) platform by Google that enables developers to build, release, and manage web, Android, iOS, and gaming applications without managing server infrastructure.
Highlights
Integrate with SAP back-end ERP
The new app would need to integrate seamlessly with Pedigree Wholesale’s SAP back-end ERP. This would provide customer specific pricing and enable direct fulfilment of orders placed on the app.
Barcode scanner
The ERP integration would allow users to scan barcodes which are then added to the basket, making life easy.
App works offline
The app needed to work offline, so warehouses with no reception, or remote sites with no Wi-Fi, would not prevent the ordering process. Once online again, the app would then reconnect and the order could be sent.
The Outcomes
The mobile ap was delivered on time and on budget. The impact on the business was extremely positive, with the site swiftly becoming an intrinsic part of Pedigree Wholesale’s online presence.
As users were able to download the app, having it immediately to hand, this increased customer loyalty significantly, with 64% of users returning weekly, a very high rate.
The app delivers exceptional conversion rates. Most B2B mobile ecommerce websites convert on average at 2%. 7% is usually at the top end. The Pedigree Wholesale app converts at a hugely impressive 35% conversion rate, showing the crafted experience of a mobile app delivers real tangible results, swifty delivering an ROI.
Benefits
35% conversion rate
The app delivers exceptional conversion rates. Most B2B mobile ecommerce websites convert on average at 2%. 7% is usually at the top end.
64% of users returning weekly
As users were able to download the app, having it immediately to hand, this increased customer loyalty significantly.
"The mobile app developed by PureNet has worked brilliantly for us. It compliments all elements of our ecommerce operation with users able to place orders via the desktop and mobile site or via the mobile app via a tablet or their phone. Being integrated into our SAP ERP makes everything seamless. At Pedigree we’re always looking to make ordering our fantastic range of products easy, and the mobile app does precisely that."
Dawn Raymond, Ecommerce Manager, Pedigree Wholesale
