Today’s shoppers behave differently. A recent study from Capital One Shopping shows that 73% of them use multiple channels—like browsing on social media and then buying online or picking up in-store. This trend is particularly strong in the pet care sector, where NielsenIQ found that 79% of spending comes from omnichannel shoppers. In 2023, online sales for pet products shot up over 13%, matching growth in human food, while offline sales grew by 5%.
Pet care is evolving into a vital fast-moving consumer goods market. Both online and physical stores matter, but having multiple channels isn’t enough. A smooth customer experience is crucial. It’s essential to turn various shopping actions into a cohesive journey for pet parents. If your experience isn’t seamless, shoppers will easily choose another brand.
Challenges of Omnichannel Shopping
For companies with established direct-to-consumer (D2C) channels, an omnichannel strategy can be advantageous. It allows more interactions with customers precisely when they decide to buy. However, this strategy requires high consistency. One hiccup can send customers elsewhere.
According to Manhattan Associates, 44% of consumers abandon purchases if delivery options aren’t clear. For pet owners, switching brands isn’t easy—70% of them stay loyal to a single brand, as per Global Pets. Yet, these consumers are demanding; 65% expect to find the right product clearly and effortlessly.
Imagine this scenario: a pet parent sees an app listing for a specific food. They arrive at the store only to find it’s unavailable. Instead of a smooth process, they face frustration. Clear and accurate information on product availability is the foundation of a successful omnichannel strategy.
Retailers and manufacturers need to collaborate closely. They should make decisions together and share data on sales—something many hesitate to do due to concerns about security. However, sharing this data can help manufacturers anticipate demand and maintain stock levels without burdening retailers.
Strategy over Technology
Sometimes, businesses get too caught up in technology and channels, forgetting the real needs of their customers: timely food delivery, easy product location, and confidence in their choices. This can lead to an experience where touchpoints exist but don’t create a logical path, complicating decision-making.
Shoppers interact with brands across various settings, each with different expectations. Social media can build trust, websites provide details, in-store visits confirm choices, and subscriptions eliminate the need to decide repeatedly.
If a brand markets its pet food as a safe option for sensitive dogs, that message should be clear across all channels. In-store, it might be a prominent label; online, it could be a detailed description or video. Social media can share customer stories that emphasize care. When channels don’t complement each other, it leads to confusion.
Consistency in messaging is vital. A product can’t be labeled as ‘premium’ in one channel and ‘discounted’ in another. Both the retailer and manufacturer must ensure that messaging aligns.
Effective omnichannel strategies aren’t about bombarding customers with the same message everywhere. They focus on creating a smooth journey where each interaction builds on the last. When each channel knows its role in the customer journey, the omnichannel experience can thrive.
For more insights into pet care shopping and trends, you can visit resources like NielsenIQ or Pet Food Processing for industry developments.
