AI helps Mars Petcare increase conversion by 30%

Machine learning software enables Mars Petcare to measure how appealing pet food images are to online consumers.

Key takeaways:

• From May to October 2022, images deemed viewer-friendly resulted in 30% higher conversion.
• Consumers in different parts of the world have different preferences as to what makes an image appealing.

Mars Petcare understands what shoppers like in store, says Roman Vorobiev, director, design and artwork management.

“But we had very little understanding of what types of images entice online shoppers to buy, he says.

The COVID-19 pandemic shifted the shopper experience online. Demand for Mars Petcare’s pet food products online grew “exponentially,” Vorobiev says. “We realized we needed to find out what drives the effectiveness of content online.”

“We doubled down on e-retail,” Vorobiev says. That included investing in Vizit artificial intelligence image analytics software.

Mars Petcare sells its products through Amazon brand stores including Cesar and Pedigree. Retailers worldwide sell its products in stores and online. Retailers include Walmart Inc., PetSmart, Target Inc., Chewy.com and others.