The following insights are drawn from Lindsay Beaton's recent Trending: Pet Food podcast, Episode 93, featuring guest Kimberly Carney, CEO and founder of PawWire. Carney brings extensive experience as an executive in both tech and retail, leading The Wires, the parent company to three cutting-edge, data-driven retail-tech companies including PawWire, which helps pet brands drive growth through B2B2C marketplace platforms.
Carney offered these best practices when it comes to your digital marketing strategy.
1. Prioritize omnichannel integration over individual channels
Create seamless experiences where customers can interact with your brand across multiple touchpoints — Instagram, website, physical stores — without disruption. A customer might discover you on social media, purchase on your website, and pick up at a local store. Focus on connecting these experiences rather than treating each channel in isolation.
2. Build relationships, not just transactions
The most successful pet food brands focus on genuine, ongoing relationships with customers rather than one-time sales. This approach is crucial for customer retention in an industry with high churn rates, especially for easily replaceable products like food and toys.
3. Leverage subscription models for customer retention
BarkBox's success demonstrates how subscription models can transform customer acquisition into long-term retention. Offer tailored subscription services that ensure pet owners never run out of essential items like food, treats, or supplements while providing convenience and cost savings.
4. Differentiate beyond price competition
In an overcrowded market with everyone from Petco to niche startups competing, avoid relying solely on price. Develop a unique selling proposition through authentic storytelling, refined brand voice and personalized experiences that resonate specifically with pet owners' needs.
5. Embrace personalization at scale using available technology
Use customer data responsibly to offer highly personalized experiences — pet food customized for breed, size and health conditions, or tailored product recommendations. You don't need massive budgets; use free AI tools and form partnerships with technology companies to achieve this.
6. Be strategic about influencer marketing
While pet influencers can be effective, avoid "influencer overload." Focus on finding authentic partners who genuinely align with your brand rather than chasing every trending pet account. Quality partnerships that provide meaningful results trump quantity every time.
7. Invest in your e-commerce technology foundation
Start with optimizing the technology experience on your commerce sites. Ensure your website is mobile-optimized, features rich content, and provides a seamless shopping experience. This foundation is critical before expanding to other digital channels.
8. Create content strategically, not constantly
Rather than feeling pressured to produce content across every platform, focus your limited resources on channels where you can genuinely engage. It's better to excel on fewer platforms than to spread yourself thin across every available channel.
9. Use data to drive continuous strategy evolution
Your digital strategy should be an ever-evolving document. Constantly analyze customer data to understand where people drop off in their journey, when they purchase, and what drives engagement. Use these insights to refine your approach regularly.
10. Focus on direct-to-consumer opportunities
The shift toward e-commerce and D2C sales continues to grow. Selling directly to consumers allows you to control the entire customer experience, build closer connections, and avoid high traditional retail costs while capturing valuable customer data for personalization.
