Hill’s Latest Digital Innovation Is DTC

The site features some of the company’s most popular SKUs.

Hill’s Pet Nutrition stood up its first direct-to-consumer site this month with dual goals of increasing product availability and supporting animal shelters. 

The site, Shop.Hillspet.com, was created in a joint effort with the company’s animal welfare partners to end pet homelessness, Caroline Chulick, Hill’s SVP of U.S. marketing, tells CGT. The company donates $1 for every order to a participating animal shelter of the shopper’s choosing.

Although not all SKUs are offered on the site, it features some of the company’s most popular Science Diet lines. In addition to offering free shipping for orders over $50, consumers can set up auto-fulfillment for recurring orders. The site also leads to educational content about pet adoption and ownership on the company’s primary dot-com.  

Hill’s partnered with cause marketing solution provider ShoppingGives to develop the e-comm site and streamline the simultaneous commerce and donation experience. They plan to expand donation opportunities to eligible Hill’s Food, Shelter & Love partners in all 50 U.S. states, says Chulick.