Brief
Infusion Concepts, a leading wholesaler of veterinary products, approached Wildfire at the start of 2021 seeking support for their online marketing. Having had no prior digital presence, this was a full-scale digital transformation. We began with an onboarding meeting to outline a new website build and an accompanying marketing strategy to bring their products online.
Action
Infusion Concepts sells to veterinary clinics, which required bespoke features like a wholesale login functionality and various product variations. Given these needs, we chose WordPress to build the site, offering flexibility and customisation. We focused on creating a clean, easy-to-navigate site, organising products into clear categories and subcategories, and implementing a SKU search function. With their extensive product range, streamlining the purchasing journey was essential.
Once the website was live, we continued to work closely with the Infusion Concepts team to optimise and manage the site through a 10-hour monthly website management package. This support included the creation of a “short-dated stock” section, where discounted products with limited shelf life could be sold, and an information hub featuring product guides and videos.
In addition to website management, we developed a broader marketing strategy focused on SEO to build their organic search presence, targeting relevant product and brand keywords. We also handled customer communications through monthly newsletters, focusing on new products, sales, and upcoming events. For their in-person events, we provided creative support and redesigned their product and pricing catalogue into a sustainable format that could be easily updated annually.
Platform
Ideas
We held a meeting with our creatives, web designers and the clients internal department heads to align our visual ideas.
Foundations
Our web designers began by using a base WordPress template and the core WordPress blocks to take the Infusion Concepts website to its first draft stage.
Polishing
Our web designers wrote some custom code to allow the final pieces of the Infusion Concepts website to be completed and then integrated some additional plugins so trade customers could login and order with various discount levels.
Impact
Our ongoing website and SEO efforts continue to grow their brand’s online presence while fostering strong customer relationships through email and creative that drive repeat purchases and sustained growth.
Feedback from our client
Wildfire was brought in to develop the new Haddow Group website. They kicked off the project with an onboarding meeting that included all stakeholders, which was incredibly helpful in aligning everyone’s vision. Imogen’s management made the process seamless, and the web team delivered a site that we are truly proud of. We would highly recommend Wildfire — they handled a potentially challenging project with professionalism and ensured everything ran smoothly from start to finish.