The latest update to the Dengie Feeds website represents a significant step forward in both web design and e-commerce functionality. As an industry leader in equine nutrition, Dengie recognised the need to enhance its online presence by offering an improved user experience while also making its products more accessible through a seamless e-commerce system.

An optimal user experience

With mobile devices now the dominant way consumers browse and shop online, a comprehensive web design overhaul was undertaken to ensure an optimal user experience across all screen sizes. The site’s new UX design enhances navigation, making it easier for visitors to find relevant product information and resources. A key component of the web design strategy was to create a more visually appealing and intuitive interface, ensuring that customers can effortlessly explore the full range of Dengie Feeds’ products.

e-Commerce functionality for direct to consumer sales

One of the most significant advancements in the website upgrade was the integration of a robust e-commerce system. This allows customers to purchase Dengie Feeds' full range of products directly through the website, providing a seamless and convenient shopping experience. The e-commerce platform includes secure payment options, easy-to-use product filtering, and a streamlined checkout process. This enhancement not only improves accessibility for customers but also strengthens Dengie’s direct-to-consumer sales strategy.

To further enhance engagement and brand connectivity, the redesigned website now features deeper integration with Dengie’s various social media channels. This means that customers can stay updated on the latest product news, promotions, and expert advice directly from their preferred platforms. This social media integration ensures that the web design supports a more dynamic and interactive experience, encouraging greater customer interaction and loyalty.

Better customer engagement with online functionality

A critical aspect of the website redevelopment was the introduction of a new and improved feed finder interface. Extensive user research and focus groups were conducted to ensure that this feature meets the needs of Dengie’s diverse customer base. The innovative feed finder tool allows visitors to accurately select the best Dengie feed based on their specific requirements, offering tailored recommendations that align with individual feeding needs. This user-focused approach to web design enhances usability and positions the website as a valuable resource for equine owners.

Beyond just selling products through e-commerce, Dengie Feeds is committed to providing expert guidance and education to its customers. To support this mission, the updated website includes an online chat feature that enables customers to interact directly with Dengie’s team of nutritionists. This feature allows users to ask questions, seek advice, and receive personalised recommendations in real-time, further enriching the user experience.

Supporting retailers with product advisor courses

Additionally, to empower retailers and enhance product knowledge, the website now offers Product Advisor courses. These courses enable Dengie’s retail partners to gain in-depth knowledge of the brand’s products, ensuring they can confidently advise customers on the best feed options. This initiative strengthens the relationship between Dengie and its retailers while also improving the overall customer experience.

The update to the Dengie Feeds website reflects a comprehensive transformation in both web design and e-commerce capabilities. By prioritising user experience, integrating social media channels, developing an advanced feed finder, and implementing direct-to-consumer sales functionality, Dengie has successfully created a digital platform that meets the evolving needs of its customers, providing a modern, engaging, and highly functional online presence.