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The opportunity: 2,500 products, and a store that got in the way
Chanelle Pharma has grown since 1995 into a leading international supplier of generic animal-health pharmaceuticals, headquartered in Loughrea, County Galway, present in over 90 countries, and supplying 10 of the world’s top 12 pharma multinationals.
Its Chanellepet arm already had a dedicated site, but a cumbersome, flipchart-style catalogue made its 2,500+ veterinary and pet products hard to find and slow to buy. For a range that size, the storefront itself was capping sales. CDG, a long-standing Chanelle partner across brand strategy and digital, was tasked with fixing it.
The challenge: make a complex catalogue effortless to buy from
Modern buying behaviour had left the old site behind: customers could browse but not properly transact. The job was a full e-commerce platform with a powerful categorisation engine underneath, one that could take a sprawling 2,500-product catalogue and make selection and purchase feel simple, for two very different buyers: veterinary practitioners and pet retailers.
The strategy: turn catalogue complexity into a competitive advantage
CDG’s brief was twofold – build reusable components that make products easy to identify, select, buy and ship, and position Chanellepet clearly as a leading distributor in the sector. After a full audit of the existing site, we built a framework and Figma prototypes around one commercial priority: a search-and-purchase path so clear it directs each buyer straight to the right product.
The categorisation system that organises 2,500+ SKUs into an intuitive ordering experience was the hard part, and the part that turns a complex range from a liability into an asset.
The outcome: real savings, and a platform built to grow
The new platform delivered a bottom-line result immediately: it made obsolete the roughly 5,000 hard-copy catalogues printed and posted to customers every year – cutting a recurring print-and-postage cost outright, while letting Chanelle update products and launch new lines instantly on the site itself.
Beyond the build, the relationship keeps compounding: using our Innovideate brand strategy process, we’ve drawn insights that help the brands keep growing, and we manage six of Chanelle’s core and ancillary product websites on a dedicated server, administering all its online platforms on an ongoing basis – a long-term partnership that’s become an integral part of Chanelle’s success story.
