ClickZ Pet Products Newsletter - 12.5.2024

Top Shelf 🛒

2025 PLANNING
Maximize Your E-Commerce Growth in 2025: Fospha’s Proven Strategy Guide

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

PET FOOD INNOVATION
CBD Dog Health: Lessons in Pet E-Commerce Innovation

CBD Dog Health’s Nina’s Edibles and Blanche’s Edibles, recognized by Pet Product News Magazine's Editors' Choice Award, demonstrate how strategic differentiation can transform product offerings in the competitive pet care e-commerce space. These CBD treats combine full-spectrum hemp extract with vegan, allergen-free formulations, leveraging shelf appeal and health-conscious innovation to stand out in a saturated market.

For e-commerce marketers, the real takeaway lies in strategic collaboration. Nina’s Edibles was developed with Real Dog Box and Blanche’s with CocoTherapy—proving that partnerships with niche, expert brands can amplify credibility, drive product development, and resonate with hyper-targeted audiences. In the pet care industry, collaborative product innovation isn’t just a tactic—it’s a pathway to securing consumer trust, carving out market share, and creating a premium, differentiated e-commerce experience.

E-COMMERCE STRATEGY
Willoughby Revitalizes PSP Brands A Blueprint for E-commerce Excellence

Willoughby Design empowers e-commerce marketers by transforming Pet Supplies Plus’ private labels. Through strategic brand differentiation, Hartwick Fields speaks to gourmet-seekers while OptimPlus targets health-focused pet owners. These insights are vital for market positioning and leveraging consumer trust in private labels, illuminating pathways for U.S. e-commerce professionals to enhance their strategies.

E-COMMERCE GROWTH TRENDS
NaturVet Innovates to Challenge Pet Supplement Sector Leadership

Celebrating 30 years, Garmon Corp.'s NaturVet brand is pushing for e-commerce expansion in the pet supplement market, with a focus on innovative soft chew formulations. Backed by Swedencare’s 2022 acquisition, NaturVet combines high-quality products with targeted marketing strategies that aim to educate consumers on pet health, shifting purchasing behaviors toward preventative care solutions.

For e-commerce marketers, the key insight is clear: education drives conversion. By leveraging content that informs pet owners about long-term health benefits—like condition-specific supplements and proactive wellness—brands can position themselves as trusted advisors. NaturVet’s approach highlights the untapped potential of health education campaigns to build loyalty and encourage repeat purchases in the fast-growing pet e-commerce space.

E-COMMERCE INNOVATION
Cargill's TruPet Ingredient Triumphs as Top Innovation Award Winner

Cargill's TruPet postbiotic ingredient sets a benchmark for pet nutrition, securing acclaim at Fi Europe Innovation Awards. Its resilience to processing offers e-commerce marketers a unique angle: delivering consistent quality in pet wellness products. This innovation aligns with evolving market demands and suggests new opportunities in online pet product strategies.

PET FOOD STRATEGY
How UK Pet Food's Campaign is Shaping E-commerce Engagement in Pet Nutrition

The "Love Them Madly, Feed Them Wisely" campaign from UK Pet Food simplifies pet nutrition, helping e-commerce marketers better engage pet owners online. By using clear, accessible language and engaging multimedia content, the campaign boosts consumer confidence while driving informed purchase decisions.

This initiative highlights the importance of education-driven marketing. Clear communication and targeted digital strategies can not only build trust but also guide shoppers toward premium, health-focused products, creating opportunities for both brand loyalty and higher-value conversions.

Influencer Corner 📣

Optimization Hub ⚙️

E-COMMERCE INSIGHTS
Navigating E-commerce Success in Extended BFCM Sales Seasons

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

MARKETING INSIGHTS
E-commerce Marketing Budgets Essentials for Strategic Advancement

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

E-COMMERCE TRENDS
Strategically Leveraging Buy Now, Pay Later to Enhance Customer Engagement

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Your Say 🙋🏽‍♀️