The January 2016 issue of Petfood Industry covers Barkworthies, a Virginia-based company that has found success by focusing on innovation and simplicity with its natural dog treats and chews. Learn about its expansion in this issue.
The majority of shoppers now turn to the Internet for product information, and it's important to accommodate them as we build and promote our brand. However, it's vital to remember that they often take the information they find online and apply it to offline activities, including shopping. It's also essential to consider those consumers who don't use the Internet at all. Utilizing the Internet to better serve offline or mobile shoppers can have a major impact on your bottom line.
When your customers move or travel with their pets, one of their main concerns is where they will find your brand in their new location. People who have recently heard good things about your petfood may also be searching for it in their area. Include a directory of merchants that carry your brand on your website, with the name, address and phone number of local retail stores. This will also boost your website traffic when people perform localized Internet searches, since the format of these searches is consistently "brand name, city."
Having brand materials at the fingertips of consumers and retailers offers a competitive advantage. Pet parents are demanding more and more information about each brand before making their choice. The brand providing the most helpful, honest information can win their purchase and loyalty. Conversely, if your brand is too difficult to locate or research, it may cause your customers to find a brand of food that is more accessible.