Customer experience in pet food, from 0 to 100 in degree of value for brands

Thanks to the pandemic, some of the points that consumers consider most important today were revealed: timely shipping, adequate information, and quick customer service, among others. Think about airlines, for example. It is no longer strange to hear someone you know recommend avoiding certain platforms or companies because 'if there is a problem, they never answer.' This applies, and will eventually apply, to all industries. Yes, even ours, if we consider that pets are increasingly important in the lives of their owners!

Consumer experience: a branding (and marketing and sales) strategy

With digital strategies, a brand's touch point with its customers (direct or not) constantly multiplies. What was previously known as a mere means to obtain new potential, known as the sales funnel, today is also an essential space to constantly feed the link with a phase even after the first purchase. The truth is that the more we know about our potential consumers, the better experiences we can offer.

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Customer experience is one of the main factors when it comes to retaining clients. And, if someone who buys from us again is one of the most economical (in terms of profitability), we must put our efforts there to be able to retain them. Furthermore, for that person who chooses us again (and for factors that exceed the best price or a good product, the simplest reason why a customer chooses a brand or store), we will be building loyalty that, over time, will translate not only into greater spending but also into free advertising space. Who doesn't recommend what is functional for them and meets all their expectations?

3 pillars of a good Customer Experience

Personalization

One of the keys to a successful user experience is personalization, but here's the challenge: true personalization is only possible if we really know our customers. Of course, we must know that bad personalization is much (much!) worse than not doing it because it reveals what people do not like to know: that, after all, what you send them in an email offering them "that" ideal product is not a person but a system of algorithms and artificial intelligence (as one of the many possible examples). Once we truly get to know our customers, we can move on to personalized design of the offered experiences.

Omnichannel

Omnichannel has the great benefit of allowing easy and continuous interaction with customers and creating value even after the purchase. For this year, there are already statistics stating that businesses with strong omnichannel strategies have retention of up to 89%, compared to 30% for those with weak strategies. These types of plans apply to both companies that sell DTC and retail resale merchants and are essentially about creating a path to invite the consumer to stay.

After-sales service

With what it costs, today, in terms not only of money, but also of effort, to get a person to stop at a brand and choose it to make a purchase, we cannot allow ourselves to neglect the post-purchase moment and risk losing one potentially lasting due to lack (or, in many cases, poor) care. In this instance, the cost-benefit relationship is what provides value to customers, given that what is at stake is no longer a single purchase but the entire brand image.

Brand trust: reputation in aeternum

Today, establishing a brand in the pet industry and standing out in the market comes down to trust and loyalty. Owners want brands that guarantee their pets a long, healthy, and happy life.

But the truth is that trust will not be generated just with a good shopping experience. It is essential that the same effort be made to provide transparency, quality, and food safety.

It's about, at the end of the day, finding the best way to provide lifelong value. A brand will feel true success and satisfaction when its initiatives have created long-term relationships with its customers.

Source: All Pet Food Magazine