My name is Igor Dobrelya, and I am a pet industry expert in Russia. I have worked in the industry since 2000, including with major companies such as Nestlé Purina and Hill’s Pet Nutrition. I first met Automatica while leading the specialized sales channel at Hill’s.

In the pet industry, the specialized channel is about more than sales — it is also about recommendations. Unlike traditional sales channels, where performance is mainly measured by sales volume, professional recommendations play a critical role in pet care. Consumers buy products for their pets but cannot assess the products directly from the animals’ perspective. Recommendations from specialists — veterinarians, dog trainers and breeders, cat breeders, and other pet industry experts — are therefore essential.

We faced a difficult challenge: how could we measure and evaluate these recommendations? Conventional methods of digitizing sales processes were not suitable. This was when Automatica and Evgenii Dokuchaev came to our aid, and together we developed unique solutions. Their support allowed us to measure recommendations and understand their impact on sales. Standard CRM systems did not meet our needs. We needed a different approach that reflected the way professional breeders of pedigree puppies and kittens work. Recommendations are an integral part of the guidance breeders give new puppy and kitten owners.

Working with Evgenii Dokuchaev, we developed a program that enabled us to determine whether a recommendation had been made when an animal was handed over to its new owner. We also strengthened our breeder incentive system. The program proved highly effective: it helped us optimize the work of our breeder relationship managers, improve the quality and productivity of customer interactions, and reduce costs.

Implementing the system was a breakthrough for the business. Sales grew at double-digit rates, and the channel’s share of the business rose from 1% to 12% in just five years. This made a major contribution to the company’s success. Digitizing recommendations also showed how they drove sales in other channels: after receiving a recommendation from a breeder, customers went on to purchase the same product wherever it was most convenient, whether in a shop, on an online marketplace, or at a veterinary clinic.

The solution created by Automatica and tailored to the needs of Hill’s specialized channel significantly strengthened our business. Our next project was a customer retention system. It enabled us to build long-term relationships, including reminders to replenish pet food and timely assistance with potential problems such as reduced appetite, maintaining a healthy body condition, and other questions about proper pet nutrition. The system enabled our consultants to identify and address problems early, helping pet owners before difficulties escalated.

The digital tools had a positive impact on the business, and Hill’s firmly established itself among Russia’s three largest pet food companies. Sustained double-digit sales growth was made possible by the development of sales channels and the recommendation system.

At one point, the finance director even suggested hiring Evgenii as a full-time employee because our meetings were so frequent and the projects we developed were so effective. Evgenii Dokuchaev delivered many projects for Hill’s, including product training initiatives, systems for working with veterinary professionals and breeders, online tools for field sales teams, and solutions for sales analysis, planning, KPI tracking, and analytics. His contribution helped us make fast, accurate, data-driven decisions that supported consistently strong sales growth.

Thank you so much, Evgenii, for all your help!