ClickZ Pet Products Newsletter - 10.17.2024

PLUS: Knead’s therapeutic cat bed uses nano-heating to soothe feline arthritis

Author

Priscilla Soedarpo
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Pawsome Bites 🍪

Crocs

Crocs, a brand often associated with unconventional fashion, has ventured into the pet market by launching a line of footwear for dogs, aptly named Pet Crocs. This innovative collaboration with pet retailer Bark introduces foam booties for pets, priced at $50, or $65 for a lined version. Available for a limited time, these products can be purchased on the Crocs website and select retail stores. The collection also includes matching human footwear, allowing pet owners to coordinate with their furry companions in either Green Slime or Pink Dragon Fruit colors. Notably, these Crocs glow in the dark, adding a playful twist to the offering.

The introduction of Pet Crocs is a testament to Crocs' strategic marketing prowess, leveraging promotional stunts to maintain its relevance and appeal. Despite being a subject of fashion debates, Crocs has experienced significant growth, with a reported revenue of $1.1 billion, marking a 3.6% increase. This success is partly attributed to the shift towards casual dressing post-pandemic, which has bolstered the brand's popularity.

Crocs' history of creative promotions, from Disney-themed clogs to novelty charms, underscores its ability to capture consumer interest. CEO Andrew Rees emphasizes the importance of participating in key promotional periods to secure consumer spending, reflecting the brand's adaptive and forward-thinking approach in a competitive market.

Knead

Knead has launched the first therapeutic cat bed in the US, addressing feline arthritis with nano-heating technology, orthopedic memory foam, and herbal pads. This innovative product, developed with veterinarians, offers comfort and relief, enhancing cats' quality of life and appealing to pet owners and professionals alike.

The Black Pet Business Network's Launchpad Accelerator Program supports Black-owned pet care startups. It offers mentorship, training, and networking to help brands like Pawgone Good, PAWS, and Show Dawg thrive. The program aims to transform ordinary brands into extraordinary enterprises, fostering growth and innovation in the pet care industry.

Walmart is expanding its pet care services, offering affordable veterinary care, grooming, and prescription delivery. New service centers will open in Georgia and Arizona, with online vet access via Pawp. This initiative aims to provide convenient, low-cost pet care, reinforcing Walmart's commitment to pet owners' needs.

Pets Choice is acquiring several brands from PetLife International to enhance its premium product range. This strategic move, effective November 1, 2024, aims to strengthen Pets Choice's market position. The acquisition includes brands like Otodex and FormulaH, aligning with Pets Choice's growth and premiumization strategy in the pet care industry.

The American Feed Industry Association's Pet Food Conference will be held on January 28 in Atlanta, offering insights on pet nutrition trends, regulatory updates, and research. Featuring expert speakers, the event encourages learning and growth in the industry. Research submissions are open until November 4. Register now for valuable insights.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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