ClickZ Pet Products Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BCFM webinar on October 3rd

Author

Priscilla Soedarpo
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Business Wire

BARK has relaunched its wildly popular Seasons Sweetings Advent Calendar, exclusively at Costco. This year, they're upping the ante with eight holiday-themed toys and 16 treats, all designed to make your furry friend’s holiday season as festive as yours. Last year, these calendars flew off the shelves faster than you can say "sit" and BARK is ready to meet the demand with more stock in more stores.

Michael Black, BARK’s Chief Revenue Officer, couldn’t help but gloat about the calendar’s success. "We heard about consistent sell-outs from our customers who said shelves couldn’t be restocked fast enough" he said. Well, Michael, it looks like you’ve got another hit on your hands.

This year’s calendar includes 24 surprises, from Christmas tree-shaped treats to original BARK toys like the Mocha Mutt Latte and O Christmas Treat. By scanning the QR code on the back of the calendar, you can insert your pup into five festive holiday filters. It’s like Snapchat for dogs, but better because, well, dogs.

Founded in 2011, BARK has been on a mission to make dogs happy with everything from themed toys and treats to nutritious meals and dental care. So, if you’re looking to spoil your dog this holiday season, you know where to go. Sniff around at BARK.co for more info.

Pet food ingredient suppliers can benefit from branding strategies similar to Intel's, directly engaging consumers. Innovafeed's "Powered by Hilucia" label for insect-based proteins exemplifies this approach, aiming to build trust and transparency. Such branding can enhance consumer confidence, especially in light of past safety recalls.

PAWSOME TRANSLATIONS

Pawsome Translations bridges language barriers for pet lovers and brands worldwide. Founded by Popie Matsouka, it offers specialized translation services, ensuring accurate and culturally resonant communication. Combining professional expertise with a passion for animals, Pawsome Translations helps pet brands connect globally, making pet care accessible and effective across languages.

Focus on pet owners' values over demographics for marketing success. Despite inflation, sustainability investments continue. Vegan pet food innovations rise, though overall new launches decline. Probiotics and health-focused ingredients gain traction. Economic uncertainty affects spending, but pet food safety remains crucial. Pet adoptions decrease, with cost concerns leading.

The Pet and Aquatics Trade Show (PATS) 2024 will host over 340 exhibitors at Telford International Centre from September 29 to October 1. Highlights include a New Product Showcase, Aquatics Zone, and Grooming Workshop. Industry leaders express excitement about networking and showcasing new products. Visit www.patshow.co.uk for details.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

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