This presentation discusses opportunities and challenges in the pet care e-commerce industry. It notes that the US pet industry is worth $55 billion and is growing. While e-commerce is expanding in this space, data is fragmented across different retailers, vets, and services. The presentation recommends strategies for retailers like leveraging social media analysis, improving customer tracking and engagement through partnerships, boosting content marketing, and testing initiatives to increase sales and understand customer behavior.
4. Who Ate My Money?
62% of US households own a pet = 71 million homes in 2010
source: National Pet Owners Survey 2010
5. Pet Industry Spend & Scope
US Pet Care Market Value: $55 Billion USD in 2013; up from $45.5
billion in 2009
source: American Pet Products Association
6. Pet care Ecosystem
Consists of many different categories and service
organizations with disparate data sources & siloes
Retailers
Vets
Kennel
Boardin
g
Grooming
& SpaFood
Suppliers
Dog
Walkers
7. Why Growth?
Pets make us feel
better; fight
depression & heart
disease, make us
feel less lonely and
more secure; also
great for kids
Increased attention
from governing
bodies; ASPCA,
PETA, etc.
Shift in attitudes &
sentiment in the last
decade
19. At a glance
Social media
sentiment analysis
Seamless tracking
via CRM/social sign
on
Partnerships/affiliate
programs
Boost content
marketing strategies
Test, test, test!
Measure via an
attribution model
20. Goals
For the retailers
Gather more data & better
understand consumers
Leverage content to
increase revenue
Develop points of
differentiation among
competitors
For consumers
Efficiency through more
seamless transactions
Personalization
Streamline content
gathering & education
21. Social media sentiment analysis
Better understand conversations about their brands and
also relevant keywords
Analyze content from communities and discussion forums
to better alleviate “pain points” within the e-commerce
site and increase revenue
22. Seamless tracking
Petco and Petsmart, since they have brick and mortar
locations, can leverage loyalty card data – but
information is collected sporadically
All retailers should consider using social sign-in (e.g.
Facebook) to:
Increase registrations
Increase engagement
Gather richer profile information; personalize
Better share & promote products via Facebook
24. Content marketing
With the exception of Petco, the brands examined do
not leverage content successfully.
Each should have a blog and/or community site.
Better align resource information with product
information.
e.g. Q&A articles, live chat
Run a contest to encourage user generated content
Consider Shoppable Video Integration
25. Testing & analysis
A/B and/or multivariate testing to ensure changes to
product pages are increasing conversions
Create high value attribution models
26. Summary & Conclusions
Significant opportunities for e-retailers
rise of pet ownership, increased e-commerce behavior and growing
importance of social networks
Key will be understanding how to translate online behavior into
business results
customer insights to driver better engagement and experience
Creating more strategic partnerships with members in the pet care
ecosystem
Ensures customers are benefitting from more efficient and seamless
transactions
Ongoing testing and attribution modeling to understand where
allocate value marketing dollars $$