Royal Canin Romania contacted us with a problem related to the manual management of a partnership program that it carries out with dog breeders.
The program is called the Club of Elite Breeders and is an important part of the Royal Canin business since 2009. Through this program, dog breeders can contact Royal Canin to receive promotional packages – Puppy Kits – to give to future owners.
Breeders contacted Royal Canin representatives by phone, and orders were manually registered via the local WMS. Recording or distribution errors were common, hence the need for a solution – automation that removes the risk of human error.
Royal Canin also wanted to implement a gamification solution for dog breeders in order to retain users.
We developed a B2B platform – https://crescatori.royalcanin.ro/ where we automated the relationship between breeders and Royal Canin representatives. Thus the orders are now placed in real-time in WMS. To motivate partner breeders, we have implemented a gamification system, where in exchange for predefined actions, users receive benefits in the platform.
How does it work?
Breeders have a sign-up section – https://crescatori.royalcanin.ro/inregistrare through which new kennels can make a new registration request at any time. The application must be approved by a Back Office Admin. Once approved, the Admin is assigned the position of Brand Ambassador.
There are 3 types of users on the platform: admin, brand ambassador, kennel.
The admin has access to all the features in the back office – CMS content management, promotional items, Pro products, kennels, kennel posts and brand ambassadors.
The brand ambassador has access to the assigned breeders.
Users have access to pro products – details and news, adding items, loyalty points, puppy kits orders, and promotional orders.
For Promotional Items and Puppy Kits there is always a stock update in WMS and the whole process is automated.
The gamification system is only for breeders and encourages them to be present in the community. Thus, for simple actions such as a Facebook post, a kennel post, a Puppy Kit application or participation in contests, partner breeders accumulate points with which they can purchase promotional products from the platform.
Our solution proved to be the best option for our client considering both UX and security standards. The built-in B2B platform has helped streamline the partnership between breeders and Royal Canin by automating the flow of requests for Puppy Kits and promotional products.
The solution encouraged breeders to be active through the gamification component and built a community where there is a close and transparent connection between visitors and kennels. This way anyone can find information about kennels, access their websites and find out details about which dogs are for sale or adoption.