How Pet Retailers Can Use Insight-Driven Advertising to Keep Customers Coming Back to Stores

When the pandemic hit, many Americans tried to beat loneliness by adding furry companions to their families. In 2022, 70 percent of US households had at least one pet, a 3 percent rise from 2019, according to figures from the American Pets Product Association. In the surge, a Rover survey found that 33% of people that adopted pets in 2020 did not already have a pet in their homes. For savvy pet retailers, gains from this significant increase in pet ownership were compounded via expansion into new pet services, including grooming and some veterinary services. 

But as consumers slowly revert back to their pre-pandemic routines and spend less time with their pets, the spending behavior of pet owners is changing once again. And pet retailers need to quickly pivot and identify new strategies to meet shifting demand in order to protect their market share and attract new pet parents. 

YCCI explored this question by conducting in-depth interviews with 23 dog owners, which discovered the motivations and beliefs of pet parents. The researchers also scoured online reviews of pet retailers on Yelp and social media channels such as Instagram, Facebook, and Twitter to gain additional insight into the needs and requirements of pet “moms and dads” before testing ideas at scale on a nationwide panel of over 3,000 pet owners.  

Demand for Natural Flavorful Food & Treats 
One key finding was that consumers tend to anthropomorphize their pets, often treating their furry companions as they would their own children. Study participants reported spending more if they were convinced that the pet food was healthy and made of natural ingredients. In an online A/B experiment, highlighting 'no artificial ingredients' in an ad showed significantly higher purchase intent vs. more generic 'real food' language. Pet owner participants also expressed a strong desire to introduce their pets to a variety of flavors. “Comparing their pets to humans, consumers believe the flavor of food is a way of enjoying life’s pleasures and something they want their dog to experience as well,” the authors write.   

Not only are pet parents interested in variety, they also look to deliver fun experiences for their pets. Many participants mentioned in-store treat bars for pets that are popping up at some retailers, hoping to give their pets a delightful experience. The authors note, "consumers seem to respond favorably to real imagery of the treat bar because it proves this is something they can actually try rather than a hypothetical concept."

Irreplaceable Benefits of the In-Store Experience
For some pet owners, especially first-time pet parents, choosing from various brand options can feel overwhelming. Many found store employees were a helpful resource for navigating the countless options. The authors tested this idea by modifying a generic ad from a pet retailer with images of helpful in-store employees interacting with pets. This slight modification resulted in a significant increase in likelihood to shop at this retailer. 

Beyond the helpful interactions with staff, many pet owners noted that there is a major social component to shopping with their pets in brick-and-mortar retailers—something that is impossible to re-create in an online shopping environment. Pet parents value the in-store experience at pet retailers, which offers the opportunity for pets to socialize with people and other pets. Many see trips to the pet retailer as a potential bonding opportunity as well. One interviewee said “sometimes if I feel like we need some bonding time, we will go walk around the pet store. It’s kind of a field trip experience and it’s fun.” 

Soothing Pet Parents’ Fears about Retail Pet Grooming
Many large pet retailers have entered the pet services market in recent years, including pet grooming services. The YCCI study investigated customer perceptions of grooming services, finding that highlighting pet groomers’ training and certifications instill confidence in pet parent customers. Though this messaging may typically be an afterthought or buried deep in a company website, this study suggests that groomers' training and qualifications should be prominent. 

Another concern that pet owners shared is leaving their pets in the hands of strangers in an unknown environment during grooming sessions. Specifically, some interviewees mentioned being more comfortable when given the change to develop a relationship with a groomer over time. To address this issue, authors modified generic ads with messaging about building trust, comparing the dog-groomer relationship to the ones people might have with a barber or hair stylist. By drawing this relevant and relatable comparison, the test message performed significantly better than the generic control. Additionally, pet parents seriously factor in product recommendations from groomers, indicating a potential cross-selling opportunity, the researchers say. "The groomer-pet as well as groomer-owner interactions are fundamental elements of the specialty grooming experience and are critical to building up perceptions of quality cuts and diminishing pet-parent anxiety," the authors conclude. 

While the needs of pet parents will continue to evolve in the post pandemic world, YCCI’s research underscores the importance of a maintaining a deep understanding of consumer beliefs and underlying motivations. For retailers, staying abreast of changes in how their consumers think is critical to shaping a strategy for delivering products, services, and messaging that resonates with the needs of today’s pet parents.

Read more insights from YCCI here.