As economic and production factors from agriculture affect animal health potential in food animal markets, retail trends are reflected in the companion animal health marketplace. Katherine Cullen shares the key factors that carried through 2021 into the holiday season along with a look at the multichannel shopping journey:
- Early shopping
- The price was right
- Stores are here to stay
Consumers turned out to shop despite concerns around supply chain, inflation and omicron and they are hybridizing physical and digital channels to create their own shopping journeys.”
Source: National Retail Federation, February 3, 2022. Link. Consumers across the globe want it all; the tangible experiences of in-person shopping and the convenience of digital channels. Although stores remain a critical touchpoint, shoppers use a combination of channels as they research, browse and buy products.
INSIGHTS: Influence and advocacy, in companion animal health especially, is opportunity and challenge. Proactive communication efforts help drive animal owner expectations, education and behavior. Animal health is truly a people-first business.