Several pet e-commerce experts for Pet Food Processing agree that in order for pet e-commerce brands to be lucrative, they’ve got to let consumers know that they’re constantly developing to suit their customers’ needs.
While the pet e-commerce space is highly competitive, there are ways to find an edge in the market, says Bill Hepburn, Regional Sales Manager of Petcurean. A company that stays engaged with its brand messaging is one that will attract consumers, he says, and there’s no better message to relay than authority and expertise. He notes that most consumers are knowledgeable about their pet products, as online resources have made research simple and efficient. Consequently, successful pet e-commerce companies provide a “constant source of knowledge” to inform their customers as well as selling them the most suitable products.
Additionally, a successful pet e-commerce company is one that stays on top of what’s trending in consumer research, says Andrew Grinch, Director of Growth at Woodruff Sweitzer. Google, Amazon, and YouTube are some of the most common ways that pet owners will find products, and having positive reviews makes all the difference. Hepburn agrees, adding that brands can be competitive by collecting data from online reviews. By educating consumers and providing accurate information, he says, companies create a feedback loop of adjusting in accordance with consumer behaviors.
“Follow and adapt to consumer trends,” added Andy Downs, Senior Content and Merchandising Manager of Only Natural Pet. “E-commerce is an ideal channel to shape the shopping experience for pet owners looking for products that align with their wants.”
Downs says that search engine optimization (SEO) and search engine marketing (SEM) are the best ways companies can approach this data collection. Grinch agrees and adds that a multi-channel approach is the best option, so companies can acquire information about customers through social media, email campaigns, and e-commerce websites. Reliance on brand power isn’t enough, he says, and brands need to evolve to be continually prosperous.