PET Food Processing - March 2022 - 61

DISTRIBUTION
WINNING
T
at e-commerce
How pet food and treat brands can stand out in a crowded channel.
By Richard Rowlands | petfoodprocessing@sosland.com
The COVID-19 pandemic has accelerated the growth of
e-commerce in the pet sector, and an increasing number
of pet owners now enjoy the convenience and affordability
of shopping online for pet products and supplies. To
capitalize on this trend, pet food and treat brands are investing
in e-commerce strategies to help them compete
and win online. But it can be challenging for companies
to stand out in the crowded pet e-commerce market.
" The e-commerce space is competitive! " said Bill
Hepburn, regional sales manager, Petcurean, Chilliwack,
British Columbia. " To stay top of mind in a saturated
market, it is important to be involved and engaged, as well
as consistent with your brand messaging to the consumer.
Consumers are very knowledgeable, and they do plenty
of research on the pet food and treat products they purchase.
Be a constant source of knowledge on your products
to help consumers do their research in determining
what will work best for their pets and lifestyles. "
E-commerce challenges
Consumers are now savvier and more discerning than
ever when shopping online. They're spending more time
engaging product information, reviews and discussions
on social media networks before they purchase.
" Online shoppers use multiple search engines (Google,
Amazon, YouTube, etc.), and also seek recommendations
from friends and influencers on social media, " explained
Andrew Grinch, director of growth, Woodruff Sweitzer,
Kansas City, Mo. " They read multiple product reviews
from various sources and have all sorts of payment methods.
Being agile and finding a way to move faster than
your competitors in response to changing consumer behaviors
can be a challenge for many brands. "
Aside from the challenges of staying competitive and
keeping up with evolving consumer trends, there are also
other issues associated with selling pet treats and food online.
" One of the biggest challenges is just the nature of the
product, " explained Andy Downs, senior content and
merchandising manager, Only Natural Pet, Boulder,
Colo. " Pet parents don't always know if their pets will
enjoy a food or treat, so they're unwilling to try something
new if their pet is already on a reliable diet that
they can get from the store. "
Strategies for success
To stand out in the crowded pet e-commerce space,
companies must be able to clearly communicate the
unique benefits of their products.
" One of the key ways brands can be more competitive
online and grow sales is by educating existing and
www.petfoodprocessing.net | March 2022 | PET FOOD PROCESSING 61
Market research
firm Packaged
Facts projects
e-commerce will
account for 53% of
all pet product
sales by 2025.
©maryviolet - stock.adobe.com
http://www.petfoodprocessing.net

PET Food Processing - March 2022

Table of Contents for the Digital Edition of PET Food Processing - March 2022

PET Food Processing - March 2022 - Intro
PET Food Processing - March 2022 - 1
PET Food Processing - March 2022 - 2
PET Food Processing - March 2022 - 3
PET Food Processing - March 2022 - 4
PET Food Processing - March 2022 - 5
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https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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