Revitalizing Kentucky Equine Research's Digital Customer Experience

In 2012, Kentucky Equine Research (KER) – an international leader in equine nutrition – embarked on a comprehensive digital transformation initiative to modernize its customer experience across all channels. This initiative spanned multiple projects, including a full e-commerce platform replatform and redesign, the launch of a new Equinews content website (with an integrated advertising platform), the introduction of the MicroSteed™ Ration Wizard interactive tool, enhanced digital support for KER's conferences and educational content, and various internal infrastructure and collaboration upgrades. Each project targeted improvements for different customer types within KER's ecosystem (from individual horse owners to industry partners and researchers), based on a well-mapped understanding of their unique journeys. This case study focuses on two flagship projects that exemplify the broader initiative: the e-commerce replatform and the MicroSteed Ration Wizard. By tackling both online commerce and interactive engagement, these projects – and the initiative as a whole – aligned KER's digital touchpoints with its reputation for innovation, ultimately driving business growth and customer satisfaction.