BIGCOMMERCE D2C LAUNCH
KONGCompany.com
Custom BigCommerce D2C launch with enterprise ERP, PIM, and CRM integrations for one of the world's most recognized pet brands.
Their Story
If you’ve ever owned a dog, you probably know KONG.
Since 1976, KONG has spent decades focused on one core belief: pets need to play. That philosophy has shaped everything from their product design to their educational content, helping pet owners better understand enrichment, training, and behavior. As one of the most recognized pet brands in the world, KONG is trusted by consumers, trainers, and retailers for their safe, durable, and enriching pet toys and treats.
For decades, KONG reached customers through retail partners. Their brand was everywhere. But the customer relationship itself belonged to someone else.
That was about to change.
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Summary
Project Overview
Specs
- Industry: Pet Products
- Platform: BigCommerce
Services
- New BigCommerce Store Launch
- Custom UX/UI Design
- Enterprise Integrations
- Ongoing CRO and Optimization
Technical Enhancements
- Business Central – ERP integration
- Amplifi – PIM integration
- HubSpot CRM – Customer relationship management
- Klaviyo – Email marketing and automation
- SiteVibes – Loyalty and rewards
- Ebizio Checkout – Custom checkout enhancements
- More below
The Challenge
Historically focused on B2B, KONG saw an opportunity to build a direct relationship with customers, but they needed to introduce a D2C channel without compromising what made the brand successful: strong retail partnerships, education-driven content, and a trusted customer experience.
KONG had four specific requirements that made this project more complex:
- Retail balance: The new D2C channel could not undermine the retail partnerships that built the brand. The platform needed to support a D2C model without creating channel conflict.
- Content and conversion: KONG's brand is built on education — enrichment guides, training content, behavioral expertise. The new storefront had to balance content-driven discovery with a clear path to purchase.
- Enterprise integrations: The platform needed to connect seamlessly with KONG's existing ERP, PIM, and CRM systems from day one — not as a future phase, but as a launch requirement.
- Built to grow: Subscriptions, personalization, loyalty, and international expansion were all on the roadmap. The foundation had to support all of it without a rebuild.
The Solution
IntuitSolutions designed and developed a fully custom BigCommerce storefront built around KONG's brand, their content strategy, and their enterprise backend from the ground up.
Every decision was made with two things in mind: delivering a brand experience worthy of KONG on day one, and building a technical foundation that could support everything they wanted to do next.
- Custom UX and UI design across all key templates
- Bundle and subscription architecture built for a first-time D2C audience
- SEO-focused site structure and content architecture
- Flexible merchandising and promotional tools for campaigns and product launches
- Enterprise integrations connecting Business Central, Amplifi, and HubSpot from launch
The Process
D2C Launch on BigCommerce
Discovery & Design
A creative and collaborative process to produce a design tailored to fit their existing company branding.
Development
Best-in-class custom BigCommerce theme development, custom systems integrations, and third-party app integrations.
Launch & Support
A coordinated launch to complete the redesign process, followed up with post launch audits and ongoing support.
A Closer Look
BigCommerce Customizations & Enhancements
Some highlights of the unique solutions implemented for KONGCompany.com
Enhanced Upsell, Cross-Sell & Personalization
For a brand entering D2C for the first time, product discovery is everything. Strategically placed product recommendations across the product detail page, cart, and checkout help customers find the right products for their pet while increasing average order value. Built using a combination of BigCommerce native tools and third-party app capabilities.
Slide-Out Cart with Free Shipping Progress Indicator
The slide-out cart keeps customers in the shopping experience rather than pulling them away to a separate cart page. A built-in free shipping progress indicator shows customers exactly how close they are to qualifying, while suggested products encourage additional items without friction.
Ecommerce Subscription Management
KONG’s ecommerce experience was built with a flexible subscription architecture powered by Rebillia, supporting recurring orders and bundled product offerings. The implementation creates a scalable foundation for future subscription growth while keeping the customer experience intuitive and easy to manage.
SEO-Optimized Product and Category Templates
Custom page templates built for search performance from the ground up. Structured for enriched content display, improved crawlability, and better discoverability across KONG's full product range — critical for a brand entering organic search competition for the first time with a new domain.
Save-for-Later Functionality
KONG's storefront is content-rich by design. Customers researching enrichment options or comparing products across categories often need more time before committing to a purchase. Save-for-later lets them hold items without losing their active cart — reducing drop-off and keeping customers engaged through a longer consideration journey.
Content-Managed Merchandising Blocks
KONG's team runs frequent campaigns, seasonal promotions, and new product launches. Custom drag-and-drop components via BigCommerce Page Builder give the internal team full control over banners, featured products, and promotional content without needing a developer every time something changes.
"Without great partners like IntuitSolutions, BigCommerce would not be where it is today."
Dan Fertig - BigCommerce VP of Partnerships
The Results
With the launch of its D2C channel, KONG has shifted from relying solely on retail distribution to owning the customer relationship. The new platform enables more controlled merchandising, richer product storytelling, and a clear path toward subscriptions, personalization, and continued growth.
Launch Your D2C Channel on BigCommerce
Thinking about making the move from wholesale or retail distribution to a direct customer relationship? Whether you are launching your first D2C store or migrating an existing one, we can help you build a platform that is ready for where your brand is going.
Send us a message or call 866-901-4650 for a free consultation.