Henart Pet Products B.V. is a company specializing in the manufacturing and import of premium food and snacks for flexitarian cats and dogs. Their core philosophy is rooted in the health of pets and sustainability. With millions of cats and dogs, Henart recognized an enormous opportunity not just to supply quality products but to do so in a way that minimizes environmental impact.
Henart’s product line is specifically designed for wholesalers and distributors, adhering to strict quality control measures. The company sets the bar high with products aimed at improving pet health and preserving the planet’s resources. With a firm commitment to the well-being of pets and environmental sustainability, Henart wanted an online presence that would reflect their mission, streamline operations for wholesalers, and provide a premium user experience.
That’s where I came in. As an e-commerce developer and marketer, I was entrusted with creating a WooCommerce-based online store that would meet Henart’s unique needs.
The project scope
The project required the development of a WooCommerce store tailored to the specific demands of B2B customers. The store needed to showcase Henart’s extensive product range, highlighting its commitment to healthier pets and more sustainable food. In addition, Henart’s business model—mainly targeting wholesalers and distributors—meant that the website had to accommodate bulk ordering, advanced shipping options, and an efficient order management system.
Beyond functionality, the store needed to tell Henart’s story. The brand’s emphasis on sustainability, eco-friendliness, and premium-quality pet food needed to shine through in both the design and the user experience.
Here are the core objectives that guided the project:
- Create a responsive, easy-to-navigate WooCommerce store with advanced B2B functionality, such as bulk order capabilities, tiered pricing, and custom user roles.
- Implement a clear, visually engaging design that communicates Henart’s mission of sustainability and pet health.
- Optimize the website for SEO and conversion to ensure Henart’s products reach their target audience of wholesalers and distributors.
- Ensure seamless product management by integrating Henart’s existing inventory system with the WooCommerce platform.
- Deliver a scalable solution that allows Henart to expand its online presence and product offering as the business grows.
Design and user experience: Communicating Henart’s mission
One of the primary challenges was translating Henart’s mission into a visual and user-friendly interface. With their focus on premium products, sustainability, and pet health, the website needed to communicate these values quickly and effectively.
Design principles: Clean, green, and engaging
The design was centered around three key principles:
- Clean layout: Pet owners and distributors alike needed to navigate the store easily, whether they were exploring the brand or placing bulk orders. We implemented a clean, minimalistic layout with clear navigation paths, focusing on usability without clutter. This allowed for an intuitive shopping experience, with clear product categories and prominent calls-to-action.
- Green and earthy tones: To reinforce Henart’s commitment to sustainability, the design incorporated natural, earthy colors. Green tones were prominent, symbolizing eco-friendliness and Henart’s focus on healthier food for pets. This design choice not only reflected their mission but also resonated with environmentally-conscious consumers.
- Engaging visuals: Pet owners are emotionally invested in the well-being of their animals, and wholesalers want to sell products that reflect this concern. The site was brought to life with engaging, high-quality images of happy, healthy pets alongside clear messaging about Henart’s sustainability efforts.
Storytelling through the website
A significant part of the project was ensuring that Henart’s story was front and center. Visitors needed to understand at a glance what set Henart apart—both in terms of their product quality and their environmental mission.
The homepage was designed to immediately communicate Henart’s values. Large hero banners featured images of pets alongside compelling copy: “Healthier Pets, Greener Planet.” Below this, key messaging about Henart’s dedication to sustainability and the environment was strategically placed. We used concise, engaging text to explain how Henart’s products are not only nutritious but also help conserve valuable resources.
We also included an ‘Our Mission’ page, which delved deeper into Henart’s philosophy. This page was crucial for connecting with B2B customers who prioritize sustainability, giving them the assurance that Henart’s products aligned with their own values.
WooCommerce development: Building the functionality
Henart’s WooCommerce store was not your average e-commerce setup. As a B2B supplier, Henart required custom functionality to support their operations. Here’s a breakdown of the core functionalities implemented in the project.
Advanced B2B features
Unlike traditional B2C stores, Henart’s WooCommerce solution needed to support wholesalers and distributors. This meant implementing a series of advanced B2B features to facilitate bulk ordering and streamline the purchasing process.
- Bulk ordering capabilities: We implemented a bulk order form that allowed B2B customers to order large quantities of products with ease. This included tiered pricing, where customers could benefit from discounts based on order volume. The ordering process was optimized to be as efficient as possible, minimizing the number of clicks and steps needed to complete a purchase.
- Custom User Roles: Since Henart deals primarily with wholesalers, we created custom user roles with different levels of access. For example, registered wholesalers had access to exclusive pricing and products not available to general visitors. This customization was key to ensuring that the right products were visible to the right customers, improving both the user experience and operational efficiency.
- Wholesale Price Lists: One of the features Henart required was the ability to offer dynamic pricing for bulk orders. We developed custom wholesale price lists that adjusted based on the customer’s user role, ensuring that distributors and wholesalers received the appropriate discounts.
- Product Categories and Filtering: To ensure easy navigation, products were categorized by type (snacks, food), pet (dogs, cats), and special dietary needs (flexitarian options). Advanced filtering options allowed wholesalers to quickly find the products they were looking for, reducing the time spent searching.
Inventory management integration
To streamline Henart’s operations, I integrated their existing inventory management system with the WooCommerce store. This ensured that stock levels were always up-to-date, preventing overselling and ensuring that wholesalers had accurate information at their fingertips. Automatic stock updates reduced the administrative burden on Henart’s team, allowing them to focus on growing the business rather than managing stock levels manually.
SEO and conversion optimization
Henart wanted to ensure that their store was easily discoverable by potential wholesale buyers. I implemented SEO best practices throughout the site to improve search engine rankings, including:
- Keyword optimization: I optimized product descriptions, titles, and meta tags for relevant keywords such as “premium pet food for wholesalers” and “sustainable pet snacks.”
- Content strategy: Beyond optimizing individual product pages, I worked with Henart to develop a content strategy that included blog posts on topics such as sustainable pet food trends, eco-friendly pet products, and how Henart’s snacks support a healthier lifestyle for pets.
- Conversion Rate Optimization (CRO): Given the nature of the B2B market, we focused on optimizing the user journey for high-value transactions. Clear calls-to-action, simplified bulk ordering, and easy-to-navigate product categories all contributed to a seamless purchasing experience.
Final result: A scalable solution for growth
The final WooCommerce store delivered on Henart’s goals. Not only did it provide an engaging and efficient shopping experience for wholesalers, but it also told Henart’s story in a compelling way. The store’s design communicated Henart’s dedication to sustainability and healthier pets, while the advanced WooCommerce features ensured that B2B customers could easily find and order the products they needed.
The store is also scalable, allowing Henart to expand its product offerings and reach more wholesalers as the business grows. With its SEO-optimized structure and strong focus on user experience, Henart’s online store is well-positioned to support the company’s continued success.
Key Takeaways
Working with Henart on their WooCommerce store was a rewarding experience that demonstrated the importance of aligning e-commerce functionality with a brand’s mission. By combining storytelling, advanced functionality, and a focus on user experience, we created a platform that not only serves Henart’s current needs but is also ready to scale as the company grows.
If you’re interested in building an e-commerce store that goes beyond transactions and tells your brand’s story, I’d love to help you bring your vision to life. Let’s start a conversation!