increase in conversion rate
SEO technical score
to stand out from competitors
“Reckless helped us create a new USP and ecommerce website that really speaks to animal toy lovers. Not only does the site look and feel fantastic, but our conversion rate has increased 21%.”
Murray Smith, Head of Marketing at Living Nature

The challenge

Living Nature designs and creates eco-friendly soft toys for animal lovers. Its focus was always selling to retailers like zoos and garden centres but as the market was changing, it wanted to reduce this reliance on B2B and go straight to consumers. That’s when we were asked to come up with a new unique selling point (USP) and build an ecommerce website to accelerate B2C sales.

Living Nature cuddly toys

The idea

You don’t just buy a cuddly toy for a child. You’re buying a fur-ever friend, a protector against monsters, a playmate for imaginary adventures.


This inspired our USP idea to create a set of interactive toy packages to enhance the play experience and provide an emotional connection between customers and their cuddly toys. The ‘Friend for Life’ package for example includes accessories like dog bowls, pet passports and a series of friendly video messages from the toy animal itself, emailed to the customer’s inbox. 

Friends for life package on Living Nature's ecommerce website built by digital marketing agency Reckless

The pawfect website

We designed and developed a new user-friendly, fun and engaging ecommerce website to bring Living Nature’s brand and toy packages to life. We built the site using Shopify because it provides a clean and easy-to-maintain platform, it’s secure and reliable.


We optimised all behind-the-scenes SEO, pushing Living Nature higher on Google by hitting a technical SEO sweet spot of 85% – that’s 5% higher than the industry benchmark.

Living Nature ecommerce website build by digital marketing agency Reckless

We used a Laravel application to customise the Shopify site and build in all the interactive tech functionality. This included making it easy for customers to find and personalise their packages by adding different toys, gift wrapping or upgrading features before purchasing.


Finally, we used Celigo to integrate into Living Nature’s Enterprise Resource Planning (ERP) system Netsuite, bridging all transactional sales data between systems to provide a flawless buying process and significantly improve internal efficiencies.

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Living Nature ecommerce website build by digital marketing agency Reckless

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