It is no secret that e-commerce sales are booming. According to Euromonitor International, e-commerce is expected to become the largest retail channel in the world by 2021, outpacing sales through brick-and-mortar retailers. For brick-and-mortar retailers, e-commerce is a great opportunity for retailers with an online presence to grow their pet sales. Online pet shoppers spend almost twice as much as in-store only pet shoppers, and by the year 2021, e-commerce pet category sales will account for a 21 percent share. Yet, at least 75 percent of shoppers purchasing pet products online are not choosing their store-based retailer for their online purchase.
“The opportunity to capture the ever-valuable online pet shopper lies in store-based retailers developing an in-store strategy that drives awareness of your online pet solutions,” says Joe Toscano, VP of Trade and Industry Development at Nestlé Purina.
Below are some simple ways to meet your pet shoppers’ needs, and promote customer loyalty through e-commerce.
Navigation is Key
Fifty-six percent of shoppers say that using a site once motivates them to go back and shop there again. Store-based retailers have the unique opportunity to drive shoppers from their aisles to their website through in-aisle signage that communicates their e-commerce solutions, i.e., home delivery or curbside pickup. Pets should be prioritized on the homepage so that it appears above the fold or develop a special pet landing page.
Prioritize the Best-Selling Brands
Ensure at minimum that online assortment mirrors in-aisle selection. Position best-selling brands prominently on pet landing pages, and feature engaging brand content, such as product photos, videos and ratings and reviews.
Make Checkout Easy
Offering an autoship or auto replenishment service will not only allow shoppers to save time and money but will also increases repeat buyers. Simplify online checkout process and be sure to communicate free shipping options. Partnerships with services like Instacart provide a turnkey way to provide these benefits to your customer.
Offer a Variety of Fulfillment Options
Home delivery through services like Instacart, Shipt and Peapod is growing in popularity, as is click and collect. The key is to clearly communicate these options both in-store and online. It’s also important to link in-store and online inventory to ensure a seamless process.
Brick-and-mortar business is changing rapidly due to the growth in e-commerce. As the pet category leader, Purina offers retail partners customized strategies to capture the valuable pet shoppers’ sale, both in-store and online. Prioritizing pet is important to building your overall e-commerce business, and potentially doubling your pet sales, over the next two critical years.