Ultra Premium Direct puts the customer’s voice at the heart of its strategy

Ultra Premium Direct is the inventor of the “direct-to-consumer” distribution model, which has revolutionized the pet food industry. Founded in 2014, the company produces protein-rich recipes in Agen, sold online and in about ten physical stores. Starting in 2025, it plans to open 10 new stores per year. Ultra Premium Direct has already won over more than 250,000 customers, half of whom are subscribers, and achieved a turnover of €55M in 2023, with 45% growth.

• Building loyalty by continuing to deliver outstanding service
• Strengthening customer proximity by putting them at the core of development and innovation strategy
• Pursuing strong growth by boosting brand visibility and optimizing sales channel performance

 
Ultra Premium Direct has gained a loyal customer base thanks to its subscription model, which saves consumers from worrying about product restocking and allows them to benefit from preferential pricing. This model provides the company with recurring revenues, but it also requires flawless products and services to maintain customer loyalty. This is one of the reasons why Ultra Premium Direct quickly adopted a review and rating collection system, later adding survey management to regularly consult its customer base, reduce churn, and fuel product innovation.

The company’s goal was also to highlight these reviews and ratings to increase visibility, reassure visitors, and keep growing through its direct-to-consumer sales model.

The brand has also built a strong relationship with its customers, who share the same values around animal welfare and passionately follow influencers in this sector. Using influencer marketing was therefore an obvious choice to continue building authentic relationships and reinforcing the brand’s commitments. Ultra Premium Direct had already worked with macro-influencers and wanted to activate micro and nano influencers to grow its visibility within highly targeted, value-driven communities.

• Collect reviews with a certified solution and integrate them into promotion channels to maximize visibility and SEO
• Listen to the customer’s voice by running regular surveys with a simple and attractive solution
• Activate micro and nano influencers aligned with the brand to reach a qualified audience

 
Ultra Premium Direct chose the Ratings & Reviews platform (formerly Avis Vérifiés) to benefit from its trusted third-party status and collect certified authentic reviews and ratings. Each new customer automatically receives an email to give feedback on both the ordered product and their overall shopping experience. The brand also developed an algorithm to help customers select the best product for their pet, and showcasing its efficiency through customer satisfaction was key.

The overall rating is clearly displayed on Ultra Premium Direct’s website through a widget that automatically updates the score. Product reviews enrich product pages and provide social proof that strongly contributes to conversion. Any negative review is easily spotted through Skeepers’ dashboard and quickly handled by the customer service team. Product and category statistics also allow the marketing team to monitor rating trends effectively.

Ultra Premium Direct then implemented Skeepers’ Feedback Management module to easily survey customers—measuring NPS, among others—at various moments of the customer journey. Around ten surveys are launched regularly (about two per month), and the collected insights are integrated into Salesforce CRM via the native connector, enabling automated follow-ups.

For influencer campaigns on Instagram, Ultra Premium Direct uses Skeepers Influence Marketing to select nano and micro influencers aligned with the brand based on multiple lifestyle criteria, and then manage the campaigns independently.

• Guaranteed visibility on platforms and promotion channels
• Precise insights to trigger actions, improve marketing performance, and build customer loyalty
• High-quality content to enrich the brand’s Instagram account

 
The reviews collected and certified by Ratings & Reviews reassure customers and increase visibility. They are displayed on the website, landing pages, and social media, thereby boosting brand awareness and adding a strong trust signal for potential buyers. Nearly 800 reviews are collected on average each month. Low ratings trigger alerts, providing valuable insights that drive product and service improvements.

Thanks to the intuitive Skeepers Feedback Management interface, surveys are easy to create and can be visually appealing with brand-aligned images. As a result, responses come in very quickly—within 24 hours Ultra Premium Direct can gather feedback from thousands of customers. This makes it a powerful decision-making tool, used on average twice a month for consumer surveys, product launches, and more.

The integration with Salesforce CRM ensures actionable insights can be used immediately to launch relevant campaigns. For example, surveys have supported churn reduction strategies, yielding measurable results. Other surveys focused on referral programs, and thanks to targeted improvements, their effectiveness has significantly increased.

With Skeepers Influence Marketing, Ultra Premium Direct runs 1–2 campaigns per month and has already generated over 77,000 impressions and 26,000 interactions in 6 months. The content produced is of high quality, and some are reused by the brand to enrich its own Instagram account. With their highly targeted communities, the micro and nano influencers recruited through Skeepers achieve average engagement rates of 5%, reaching up to 15%.