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Personalizing Your Messaging for Pet Owners

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As a product category, pet food products in particular tend to have very brand-loyal customers. The rewards for acquiring a new pet food customer are particularly appealing – not only is pet food a CPG that “consumers would purchase online,” but according to Deloitte’s “American Pantry Study,” pet food is also one of the top categories consumers would consider for recurring at-home delivery. With this all in mind, pet supply retailers have plenty of reason to deliver the most relevant product and messaging to members of their diverse audience base. Campaign strategists understand that delivering a more relevant message will resonate for each of our audience segments, but in this market, retailers not only have to deal with a wide array of pets (12% of US households have pets other than dogs or cats) and products, but also a diverse set of interests.

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