What’s in this article:
- Why customization is key to the ongoing success of pet brands
- Which pet brands have nailed customization
Pets are a part of more peoples’ lives than ever recorded. People hurried to adopt pets when the global pandemic hit the scene, and for valid reasons. Some needed a pet at home to keep them company, some needed a pet to keep them busy and give them purpose at a time when it seemed like the world around them was falling apart.
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The National Pet Owners Survey, conducted by the American Pet Product Association (APPA) found that 70% of U.S. households own a pet, which equates to about 90.5 million homes. But what may be more relevant to marketers’ interests is the news that Americans spent an estimated $109.6 billion on their pets in 2021, and that number is expected to grow even more in 2022.
That’s a big market and a bigger opportunity.
Many people view pets as their own children, so they want to provide them with care and products that match that level of love and nurturing. What’s good enough for everyone else simply won’t do.
People want to feel special and that extends to their anipals and for many pet owners, ‘run-of-the-mill’-pet products just won’t do. And they’re willing to pay handsomely for that feeling. In fact, consumer reviews show that 1 in 5 people are willing to pay 20% more for a product that is customized.
Brands That Are Doing Pet Product Customization Right
The following brands have mastered the art of customization. The key to the success of these brands is not only the customized products themselves but also the customized marketing campaigns that hit the right target markets.
Tails.com
The concept of a bag of dog food that magically fits all breeds and sizes is not working for pet owners anymore. People have woken up to the fact that different breeds and different sizes of dogs require different food. In addition to that, just like humans, dogs can have food sensitivities that need to be taken into account. Tails.com has managed to successfully create unique kibble recipes using over a million different combinations to ensure that each dog has food that’s as unique as they are.
PurrSong
Cats are notorious for being independent animals and the right person loves that level of independence in a pet. However, that doesn’t mean a cat owner isn’t curious about what their cat is doing. And that’s where the concept of a fitness tracker comes in handy. PurrSong has created a product that is like a FitBit for cats. It allows cat owners to see how much their cat is moving, how many calories it burns a day, and more. This information allows owners to adjust food intake if things are off balance and also provides insight that may help determine if the cat is sick.
BarkBox
The desire to play is programmed into every dog, no matter what their size, age, or breed is, but how dogs like to play varies. Older dogs won’t enjoy chasing things as much as a puppy. And bigger dogs require larger and more durable toys than a smaller breed. BarkBox has tapped into the pet product customization market by creating a subscription-based box of toys and treats that is unique to each individual animal. Each box comes with two toys, two treats, and one chew that was picked to suit the specific dog.
I See Me
Second-best to a pet in real life is a pet in customized, cartoon form. Pet owners love the I See Me brand that allows them to create a personalized book about their dog that comes complete with a custom bandana and ornament. The joy pet owners get out of this over and over again is something that makes this product a popular one. The brand also offers books for kids and holidays, but the pet market is huge.
Goodboy
Supplements are a big part of human life, but many people don’t think about the fact that pets may need supplements, too. Some dogs are deficient in certain vitamins and nutrients that they can’t get from their diet. Goodboy has filled the gap in this market by creating personalized daily supplement bites to keep dogs healthy. By filling out an online survey with detailed information about their dog, pet owners can get customized supplements that target their dog’s specific needs.
KittyBiome
Gut health is something that pet owners must take into consideration when optimizing the health of their pets, but it’s sometimes hard to know exactly what is happening inside. This is especially true if owners find that their cat is regularly dealing with digestive issues. Enter: KittyBiome. KittyBiome is an at-home test that detects imbalances in a cat’s microbiome so that owners can take action to get the cat’s gut back on track. It can do this with a simple stool sample that is then mailed in for assessment. Two weeks later, the results are shared with the owner, along with actionable steps to improve the cat’s health.
By treating each customer like their petpal is a true one-of-a-kind, brands can offer customized products that create engaging experiences. These shared experiences between a pet and pet owner hold a value that is unparalleled and provide higher levels of customer satisfaction, new avenues of marketing, and the ability to charge higher prices. Personalizing pet products is the future of this market, so it’s time to get on board.