Opinion
There is little doubt marketing efforts represented in the following articles will deflect attention from preventive medicine and potentially reduce some pet owners’ abilities to afford primary veterinary care. It is not my intention to condemn retail offerings. Rather, animal health pros need to consider how we approach and educate pet owners about the essential needs of our animals.
Online retailers have infrastructures built to optimize communication with customers and prospects. Marketing communications help set perceptions about what is best for pets with pet owners. Collectively, pet retailers’ routine communications, most well-intentioned, are aimed at revenue capture first and share of a pet owner’s purse.
These recent stories are examples:
Sources:
- Amazon launches summer must-haves collection, Pet Business, May 17, 2022. Link. Touting items uniquely designed to cater to all pet needs this summer Amazon’s exclusive brand Lesure has launched its Summer Must-Haves Collection.
- PetSmart’s new adventure products from Arcadia Trail during Summer Demo Days, Pet Business, May 16, 2022. Link. Durable and designed for activities the product line provides items for camping, hiking and water play including a dog shade tent, an inflatable dog bed, an elevated cot, a sleeping bag, a high visibility life jacket, water-friendly dog toys, and more.
- Fortifying meals & relationships, Pet Business, May 1, 2022. Link. While guiding customers toward nutritious dog-food options, retailers can benefit themselves and pet parents by adding mixers and toppers.
- Latest developments in CBD for pets, Pet Business, May 1, 2022. Link. The CBD category comes with more than its fair share of concerns, so retailers need to be prepared to reassure pet parents worried about negative effects or safety.