"Blue Bear's ability to quickly, efficiently diagnose issues and provide solutions is very helpful and, as far as I can determine, unique. Nose-to-nose with your consumers, watching them work on your site and your competitors' websites, the picture gets very clear, very quickly."
- Bruce Blue, Director, Global Internet Marketing, The Iams Company
CLIENT: The Iams Company (a subsidiary of Procter & Gamble), a leader in pet nutrition.
DILEMMA: Iams' aging, first-generation web site was in need of a major redesign in order to more effectively compete with rivals like Purina, Pedigree, and Hills Science Digest.
CHALLENGE: Blue Bear was hired to ensure that Iams' new web site boosted consumer satisfaction, motivated customers, and strengthened brand equity
APPROACH: Blue Bear's usability and market research methodology was utilized in every stage of the redesign development process - from testing consumer reaction to competitors' sites to evaluating initial concepts and designs to confirming appeal and functionality of final design.
SOLUTIONS: By allowing Iams to observe consumers reacting to competitive web sites and discussing their desires, Blue Bear helped Iams clearly identify customer needs and develop a focused strategy for meeting them.
Ensured creation of user-driven designs and strongly desired features by refining design concepts based on consumer reaction and feedback
Confirmed marketing appeal and functionality of final design.
RESULTS: Overall customer satisfaction ranks among the top 10 percent of all websites surveyed by Foresee Results.
The Iams website is statistically superior in consumer satisfaction than all seven competitive sites in the pet nutrition category, according to Comscore/Foresee Results.
