Pet Tech
Plugging into Pet Tech to Foster Loyalty and Drive Growth
Emerging trends in pet technology offer a unique way to engage today's pet parents.
Pets as Family
The emotional bond between people and their pets has reached unprecedented heights, redefining the meaning of family. Consider the following findings from our recent research at Advantage Unified Commerce:
- A staggering 92% of pet parents consider their pets integral members of their families
- 80% of these dedicated pet parents admit they are more inclined to splurge on their pets than on themselves, and
- 69% seek out pet products that offer the highest quality ingredients and health benefits, while only 38% take price into consideration
This deep emotional connection isn’t just a passing trend but a profound cultural shift that brands cannot afford to ignore. Retail sales of US pet products are projected to reach over $83 Billion in 2024 (eMarketer).
Pet Parenting Goes Digital
Technology pervades nearly all aspects of our lives, so it's no surprise that pet parenting is also undergoing a digital transformation. Pet cameras, automated feeders, and health monitoring gadgets have transitioned from novelties to necessities. These tools offer convenience, safety, and peace of mind, becoming indispensable to over half of the pet parents we surveyed.
The Pet Tech Shopper
Although the use of pet tech is more prevalent among higher-income households, its adoption spans the gamut of demographics. Pet parents that work full time out of the home are more likely to use pet cameras, allowing them to interact with their fur babies throughout the day. Younger pet owners are more likely to utilize multiple pet tech devices, indicating the higher prevalence of tech in many aspects of their lives. Single pet parents are more likely to focus on health monitoring devices signaling the importance of long-term care, while pet parents with kids at home are utilizing things like GPS trackers and automated dog doors suggesting their need for integrated family and pet care solutions. Whatever the situation, pet owners are starting to become more reliant on pet tech to improve their pet’s quality of life and preserve their own emotional wellbeing.
The Opportunity for Brands
Our research reveals an opportunity for brands to engage with this growing market through shopper-centric brand building and omni commerce excellence. Here’s how:
- Omni-commerce solutions: Offer integrated solutions that cater to the needs of modern pet parents. This can include seamless shopping experiences, personalized product recommendations through health and wellness apps, and cross-industry collaborations with lifestyle brands.
- Embrace digital transformation: With pet tech like cameras, automated feeders, and health monitoring gadgets becoming essential for many pet parents, brands can partner with these technologies. For example, collaborating with smart feeders or calming devices can provide tailored promotions and subscription services.
- Smart packaging solutions: Innovate packaging that interacts with pet tech devices. Smart packaging could remind pet owners when to reorder products or suggest new products based on usage patterns. Packaging equipped with QR codes can provide instant access to digital content, such as training tips or product benefits.
- Cross-industry collaborations: The opportunity isn't confined to the pet aisle. The latest How America ShopsTM survey from WSL Research suggests pet parents’ value as shoppers extends beyond the pet category: pet owners buy more categories across all types of retail than non-pet owners. Brands outside the pet industry can tap into the pet parent market by aligning their products with the pet lifestyle.
- Community and gamification: Build online communities and gamify pet care with the help of tech platforms. Brands can create apps that allow pet parents to track their pets' health, share experiences, and earn rewards for engaging with the brand or purchasing products. This fosters a sense of community and encourages repeat purchases.
This isn't just about selling products; it's about aligning with the values and behaviors of a devoted consumer base.
Have a pet project you’d like to discuss? Drop us a line.