We deployed a team capable of making product updates within hours, allowing us to stay nimble and react extremely quickly to customer feedback. We worked closely with world-class scientists to refine our algorithms. At the final stage of development, we were able to deliver a system that could track, compare, and analyze your pet’s microbiome over time. By owning these test results, Purina could upsell uniquely relevant products and have complete customer lock-in. Capturing this market represents long-term retention of recurring, high-margin purchases (food and supplements) for a price insensitive category (pet wellness).