My name is Igor Dobrylya, and I am an expert in the pet business in Russia. I have been working in the industry since 2000, and I have worked with major companies such as Nestlé Purina and Hill's Pet Nutrition. My acquaintance with the company "Octomatica" began when I was the head of the Specialized Channel at Hill’s.

The Specialized Channel in the pet business is not just about sales but also about recommendations. Unlike traditional distribution channels, where performance is limited to sales volumes, in the pet business, the level of recommendations is critically important because buyers purchase products for their pets and cannot directly evaluate the product.
An important element of the business is recommendations from specialists – veterinarians, dog breeders, cat breeders, and other pet industry experts.
We were faced with the difficult task of learning to evaluate and measure recommendations. Traditional methods of digitization were not suitable for this task. At that moment, "Octomatica" and Evgeny Dokuchayev helped us develop unique solutions.

Thanks to their support, we were able to measure recommendations and account for their influence on sales. Standard CRM systems were not sufficient for us; we needed a different system that would take into account the specifics of working with professional breeders who breed pedigree puppies and kittens, where recommendations are an integral part of the mentorship process for new puppy and kitten owners.

With the help of Evgeny Dokuchayev, we developed a program that allows us to understand whether a recommendation was made when transferring a pet. Moreover, we strengthened the breeder's motivation system. As a result, the program showed very high efficiency: thanks to the developed system, we optimized the work of breeder managers, increased the efficiency of contacts with customers, and consequently improved productivity, while also reducing costs.

The implementation of the developed system was a breakthrough for the business. Sales grew at double-digit rates, and the channel's share increased from 1% to 12% in just five years, which significantly influenced the company's success. The digitized recommendation system showed how recommendations contribute to sales growth in other channels — buyers who received recommendations from breeders then purchased the same product at their preferred points of sale, whether it be stores, marketplaces, or veterinary clinics.

As a result of the system created and adapted for Hill's by "Octomatica", our business significantly strengthened. The next project was a system that allowed us to effectively retain customers. This system enabled us to build long-term relationships, including reminders about the need to replenish pet food stocks and prompt solutions to possible problems, such as decreased appetite, maintaining healthy condition, and other issues related to proper pet feeding. The developed system allowed our consultants to address problems at early stages, helping owners.

The developed online tools positively impacted the business, and Hill's firmly established itself in the top three largest pet companies in Russia. Significant double-digit sales growth became possible thanks to the development of distribution channels and the recommendation system.

At one point, the CFO even recommended inviting Evgeny to work with us permanently, as our meetings were so frequent and the projects he created were so effective. Evgeny Dokuchayev implemented many projects for Hill’s: product training projects, systems for working with veterinary specialists and breeders, online solutions for the sales team, sales analysis programs, planning, KPI execution, and the development of analytical programs. His contribution allowed us to make prompt and accurate data-driven decisions, ensuring consistently high sales growth.
A huge thank you, Evgeny, for your help!