Presented by: Sona Martirosian, Amy Kelly, & Cara Verwholt

NYU MS Integrated Marketing

Pet Care Analytics: The Opportunities & Challenges

Agenda

Overview Pet Care Industry Marketplace E-commerce Competitive Landscape Challenges & Opportunities Recommendations Questions?

How many people have pets?

Who Ate My Money? 62% of US households own a pet = 71 million homes in 2010

source: National Pet Owners Survey 2010

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

Pet care Ecosystem Consists of many different categories and service organizations with disparate data sources & siloes

Retailers

Vets

Kennel Boardin

g

Grooming & Spa Food

Suppliers

Dog Walkers

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

New Trends & Products Grooming & Spas Premium Food Choices Retail

Digital Tech Toys & Offerings Internet enabled Pet Feeder Wi Fi Dog Mounted Camera: Sony

Pet TV

Big Players

The Big Players

Challenges & Opportunities

Fragmented Data

Joining The Conversation

Engaging With Customers

Social Sharing

Sharable & Shopable

Recommendations

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

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

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

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

Partnerships/affiliate programs

Develop relationships with other players in the pet care ecosystem Petflow and Dog Food Advisor example

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

Testing & analysis

A/B and/or multivariate testing to ensure changes to product pages are increasing conversions

Create high value attribution models

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 $$

That’s all folks!

Questions?