Case Studies

The Client

Fearing has been supplying a range of livestock tags and consumables for agriculture direct to farmers and smallholders for over thirty years. Their success is built upon offering quality products at reasonable prices with first class customer service. In 2013 Fearing was acquired by Allflex, one of the leading names in animal identification.

The Challenge

The company has worked with PureNet since 2008. In 2012, the company commissioned PureNet to refresh their main site, which has seen year-on-year growth of 5 per cent and average eCommerce conversion rates of 10 per cent.

The challenge for Fearing was to re-develop the existing website to bring it up to date and provide a powerful platform for the marketing and sales of Fearing’s massively expanded range of products.

What We Did

The solution was built using PureNet’s eCommerce technology to incorporate all the benefits of their current solution but with added functionality, including blog, stock update uploader, video thumbnails, product reviews and live chat system.

The website was designed to be easier to navigate and manage the company’s complex pricing matrix for their large range of livestock tags, a key element of their business. The platform has the ability to manage the look and feel of the product pages and descriptions and includes a special offer promotions engine to help boost sales.

Tag orders seamlessly integrate into sister company Ritchey’s online tag system Orderline Plus, also built by PureNet.

Future phases of the project will introduce a customised MOTO (mail order telephone order) console to allow orders to be taken over the telephone and processed seamlessly through the CMS.


The Results

  • Fearing has seen a 30% increase in their online orders
  • Back-office costs have been reduced
  • The website has received praise from the industry for its ease of use
  • The solution has provided Fearing with greater operational efficiency


“We have been consistently impressed with the quality of PureNet’s work and high level of service over the last four years. The revisions we’ve made to our website will help our customers find what they’re looking for much easier and help improve operational efficiency. PureNet’s professionalism, patience and willingness to provide support have made a huge impact on our business.”

Amanda Smith, Ecommerce Manager, Fearing

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