PET Food Processing - March 2022 - 62

DISTRIBUTION
Offering discounts
and subscription
ordering
opportunities
online can help
brands capitalize
on convenience
and support sales.
OnlyNaturalPet.com
Sharing helpful
educational content
for pet owners on
an e-commerce site
can reinforce strong
branding and
product expertise.
Petcurean.com
potential consumers on the benefits and differentiators
of your products and brand, " Hepburn said. " By providing
accessible and educational information that is
unique to your products for consumer research, you are
helping to build your brand's reliability and reputation.
Consistency in messaging is also key as consumers get
inundated with information; a strong brand message
will provide clarity to your consumers in a market that is
overflowing with options. "
Being nimble enough to adjust to consumer buying
trends is also key for pet food and treat brands looking
to win at e-commerce.
" Follow and adapt to consumer trends, " Grinch suggested.
" If 'sustainable dog food' is a trending search,
highlight your brand's sustainable practices/ingredients.
E-commerce is an ideal channel to shape the shopping
experience for pet owners looking for shared beliefs and
dynamic content for products that align with their wants
and needs, such as a pet food that doesn't include certain
ingredients or is sourced a certain way. Highlighting the
right trends and keywords will aid in visibility and traffic. "
Building an e-commerce strategy that focuses on
multiple channels is another way for pet food and treat
brands to compete with other companies in the sector.
" Being such a crowded field, it can be hard to make
headway in search engine optimization (SEO) or search
engine marketing (SEM) against established websites
with large marketing budgets, " Downs said. " But if you
have a holistic approach that pays attention to multiple
channels, including growing your email list and social
media, then you can make inroads. "
Grinch agreed on the importance of a multi-channel
approach and offered some insight into its impact on
brand visibility.
" Sole reliance on 'brand power' in the e-commerce
space is not enough, " he said. " Digitally savvy consumers
think differently about brands and are increasingly intrigued
by brands they don't have familiarity with if that
brand can give them the validation they need, such as
the right price, positive reviews, a good experience and
more. For consumers shopping online, their experiences
with a brand in multiple channels certainly impacts a
sale. At Woodruff, we use a reputation scorecard that enables
us to rate a brand's performance in key categories
so that its online reputation is consistent with its promise
and how customers are engaging (online or offline). "
Connection and convenience
Some strategies that have proved particularly effective
for helping pet food and treat brands win at e-commerce
revolve around the ability to connect with consumers.
" Content works really well for the pet space, " Downs
said. " Pets are not able to tell you what they like to eat
62 PET FOOD PROCESSING | March 2022 | www.petfoodprocessing.net
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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
PET Food Processing - March 2022 - 6
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https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
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https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
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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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