Clever pet-tech gadgets that shoppers didn't quite understand — so they browsed, hesitated, and bought one thing or none.
Fetchr sold GPS trackers, smart feeders, treat cameras and activity monitors — products people had to understand before they'd trust them near their pet. But the catalog described what each gadget was, not what it did for a worried owner, so shoppers couldn't picture the payoff. They rarely grasped how the devices worked together, treated each as a standalone gamble, and left a lot of revenue on the table per visit.
We reframed the catalog around jobs to be done — "know where they are," "feed on schedule," "watch while you're out" — with short explainer modules and real-use scenarios on every page. Then we layered in a bundle builder that shows how the tracker, feeder and camera form one connected setup, with clear savings for buying the system. Analytics instrumentation let us tune the pairings that actually stuck.
Once the value was obvious, single-item hesitation turned into multi-item confidence. Bundle attach rate jumped, education content became the top path to purchase, and revenue per visitor doubled to 2.0× the pre-launch baseline.
