Pets Deli increases Black Friday conversions by 51% with Contentful Personalization

Introduction

Black Friday is a busy time for retailers and shoppers alike. And bargain hunters aren’t just on the prowl for discounts that speak to their own desires — like clothing, TVs, or home appliances, they’re also looking to save on items for their beloved pets. As a leader in the European direct-to-consumer pet food market, Pets Deli offers only the highest quality goods for feline and canine companions. While the quality alone attracts a steady stream of buyers, the company saw a significant leap in conversion rates — 51% over the previous year — during Black Friday 2021.

The reason for this impressive jump? Personalization.

With Contentful Personalization — Contentful’s no-code tool for personalization and experimentation — Pets Deli was able to quickly pinpoint how pricing resonated with different audience segments and optimize content in real time to drive stronger engagement and results.

Crafting the perfect plan for personalized promos

Eight weeks before Black Friday, Pets Deli began sketching out plans for a series of personalized campaigns. This was one of the biggest retail events of the year, and they wanted to offer customers the best deals possible. Pets Deli envisioned custom pricing and unique promotions tailored to individual customers. This allowed the company to eliminate promo codes, which were often expired or caused checkout issues, and reduce friction as customers moved closer to making a purchase. To launch these tailored experiences, Pets Deli needed a bespoke personalization tool that was:

• Easy to scale as the customer base grew.

• Marketer-friendly to alleviate bottlenecks with engineering. 

• Flexible enough to connect with other tools in the tech stack.

Connecting the dots with composable technology

With Black Friday just two months away, Pets Deli was eager to begin. Pets Deli saw Contentful Personalization as a quick, low-effort win. The tool gave marketers an editor-friendly way to update content without disrupting the broader tech stack, which includes Shopify and a custom customer database manager. These benefits delighted Pets Deli Chief Technical Officer Sascha Turowski and solidified the company’s choice to bring in the Contentful-built personalization tool.

Reaping the benefits of personalization — with impressive results

With its new tool in place, Pets Deli began to create customer segments based on data and then offered each one a unique set of prices and promotions that appealed to their needs. After launching its Black Friday personalization campaign, the Pets Deli team drove: 

• 51% increase in conversion rate.

• 10% decrease in bounce rate.

Pushing personalization further

Pets Deli is looking to expand its personalization use case further. They plan to regularly give customers personalized offers and content, not just during special events like Black Friday. Additionally, they continue to utilize AI Actions, powered by Amazon Bedrock, to generate and optimize content (including translation, SEO metadata, and accessibility text) directly within their Contentful workflows. This accelerates campaign execution while maintaining brand and compliance guardrails. The final word goes to Pets Deli and Sascha Turowski:

“There’s nothing comparable to Contentful Personalization in terms of easy integration and flexibility for advanced ecommerce websites using the Jamstack. This, along with their exceptional customer service, makes them a powerful force.”