How smith&burton scaled online sales and expanded into the USA with e-commerce strategy

smith&burton is a premium pet grooming brand grounded in nature and backed by science creating luxurious, botanical-based products for dogs. With a strong retail and wholesale presence in globally, they had the brand, the story, and the product quality but their online sales weren’t reflecting it.

NZ website conversions were low, average order value needed a lift, and with plans to expand into the U.S., there was no clear digital strategy to guide the way.

Digital Domingo stepped in to strengthen the foundation in New Zealand while building a smarter, faster path to launch in the U.S. We focused on optimising key touchpoints across the customer journey and aligning both regions under a clear, data-driven growth plan.

Website Optimisation for Higher Conversions
We made targeted improvements to the homepage and product pages tweaks designed to increase clarity, speed up decision-making, and lift add-to-cart actions. We also introduced small but strategic changes that encouraged bundling and increased average order value.

Marketing Funnel + Customer Capture Strategy
We put systems in place to turn interest into action capturing more emails, nudging browsers into buyers, and setting up remarketing flows to keep smith&burton top-of-mind.

Email Marketing Across NZ & USA
We created tailored email flows for both markets, from welcome series to abandoned cart and post-purchase sequences designed to educate, convert, and keep customers coming back.

Full-Funnel Digital Marketing Strategy
From SEO foundations to high-intent paid search and scroll-stopping social ads, we designed a full funnel that worked for both brand building and conversion clearly positioning smith&burton as a global leader in luxury pet care.

USA Go-to-Market Strategy
We worked closely with the team to develop a focused go-to-market approach for the U.S., ensuring all digital channels, messaging, and marketing systems were aligned and ready to support a smooth expansion.