PET Food Processing - December 2022 - 11

continue on a fast-growing trajectory as more pet parents
learn the benefits of feeding raw, " Wasyliw said.
" Ren's Pets carries an extremely wide selection of raw
frozen pet food, with up to 32 feet of walk-in freezers
in some stores. Often, mass retailers aren't investing in
this area, but it's our fastest growing category. "
Petco and JustFoodForDogs have taken this concept
in stride. The retailer and fresh pet food company have
partnered on several fronts, including creating " storein-a-store "
concepts where pet owners can purchase
JustFoodForDogs recipes in a specially branded part of
a Petco store, as well as exclusive distribution rights and
the development of co-created private label products.
Omnichannel opportunities
The pet retail environment has shifted dramatically
in favor of convenience, and in part due to the necessity
of contactless delivery or pickup in the eye of the
COVID-19 pandemic. Traditionally brick-and-mortar
retailers such as those in the independent pet retail
channel were forced to adapt - or die trying - to stay
competitive in the aftermath.
Several entities have stepped up to bridge the gap and
support pet specialty retailers' omnichannel endeavors.
One example
is eTailPet, a full-service B2B platform
founded by an independent pet store owner in 2018.
eTailPet offers point-of-sale and plug-and-play e-commerce
solutions as well as social media marketing tools,
all to help level the playing field for smaller independent
pet stores.
" Clearly, independent pet stores have to
find solutions to avoid losing customers to
e-commerce and other, larger retailers, "
Kaufman said. " The traditional ways that
they have engaged with their customers are
changing - at least for some - and this
creates a need and opportunity that innovative
companies are seeking to fulfill. "
According to the American Pet
Products Association's (APPA) latest
Pulse Study, " Pet Ownership In The
Current Economy, Vol. 8, " 66% of pet
owners most recently purchased pet
food in person at a brick-and-mortar
store, while 18% of pet owners opted to
purchase pet food online and pick up either
inside the store or curbside. Despite
the evolving ecosystem of pet retail, it is
clear pet owners have not abandoned the
brick-and-mortar pet retail channel.
For many independent retailers, omnichannel
investments go hand in hand
with brick-and-mortar investments.
www.petfoodprocessing.net | December 2022 | PET FOOD PROCESSING 11
" More pet owners are shopping
for tailored solutions that will
address their pet's individual
needs and preferences. "
Jorge Martinez, ADM
Having a comprehensive strategy for reaching consumers
- whether it be in the store, online or somewhere
in between - is key to staying agile. For example,
Wasyliw noted Ren's Pets is planning a heavy investment
in its brick-and-mortar presence in 2023, with
plans to open at least 10 new stores. The company will
also, however, continue to invest significantly in its
website and tech-enhanced offerings, she added.
In today's proliferated pet marketplace, it is important
for retailers to offer consumers multiple ways to
browse and buy, but it is also crucial to keep product
assortments up to date, on brand and in line with pet
parents' expectations.
" It's really important that you always stay true to
your brand with assortment, " Wasyliw said. " At Ren's,
where we've focused in on is making sure our current
assortment is in stock and available to shop online, in
any channel a customer may want (in-store, click-andcollect,
DoorDash, ship to home, etc.). We believe that
with each channel, the experience to buy the product
should be easy, convenient and positive. "
Ren's Pets is
investing in its
omnichannel
offerings to
compete with
e-commerce, but
supporting its
brick-and-mortar
presence is still part
and parcel to the
retailer's strategic
PFP
growth plan.
Ren's Pets
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PET Food Processing - December 2022

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