Veterinary teams and retailers often struggle with managing pet food marketing opportunities. In addition to space and inventory concerns, ensuring the product moves out is critical to getting margin on sales. David Sprinkle shares that the frequency of pet food purchasing is a key factor to pet food retailing and target marketing. Frequency of purchasing affects everything from the strategic role of pet food in the business, to customer receptiveness to reward programs, to the appeal of subscription ordering and home delivery of pet food or treats.
Source: Pet Food Industry, August 8, 2016.
Among dog owners who buy dry pet food, three out of 10 (29%) do so weekly, and another half do so either every two to three weeks or at least monthly. Among dry dog food purchasers, only two out of 10 dog owners stock up less than once a month.
INSIGHTS: “29 percent buy dry dog food weekly!” This changes how veterinary teams and smaller re-sellers must think about dog and cat food sales. Work with your reps to make the most of the various marketing programs to increase the potential for more frequent orders. Also, consider the benefits of helping customers get the food via home delivery. This service can save them money by sending the right amount of food and avoid them guessing at what they need at the grocery store.