Burns Pet Nutrition joined the Knowledge Transfer Partnership (KTP) project, which helps small to medium-sized businesses access knowledge and expertise in colleges and universities.
KTP project is a UK-wide initiative, led by the Technology Strategy Board and the Welsh Assembly Government, involving over 100 universities, colleges and higher education organizations. Burns Pet Nutrition identified a weakness in its marketing strategy, which led the company and its partner college to develop a project proposal to help increase business using online marketing activities. After the implementation of social media marketing and new initiatives such as interactive brochures, the company saw a 38% rise in visitors to its website. The company also improved its customer relationship management systems as a result of its KTP project partnership.
“Since the project began we’ve developed a better website, which has helped us launch our new range in wet food," said Hamish Burns, project manager at Burns. "To complement that we’ve implemented a far more efficient procedure within our online buying and shipping process and this has improved customer service."
By Lindsay Beaton
As work continues on creating a new nutrition label that focuses on simplifying information for consumers, challenges remain.
By Tang Yu