promote their product, retailers to drive sales in the natural category and, ultimately, owners to provide the best products possible
for the health of their pets.
Leary-Coutu: We all have a responsibility to educate because consumers are not just looking in one place for information. They’re
asking questions in-store, researching online, and taking advantage of social media to ask brands and other consumers for advice. This means we need to arm our retailers with enough materials and resources so that they feel well equipped to pass on
their knowledge of this fast-growing category to pet owners. Pet
food is such a personal choice, so we want all of our retailers to
feel empowered to provide customized recommendations to their
consumers based on the vast amount of knowledge available to
them about natural pet food.
Novotny: Creating a treating center focused on all natural choices is an excellent way to highlight the selection offered in-store.
Customer engagement at the store level is the best method for
building a long-lasting relationship with the consumer.
Sommers: Ultimately, consumers will go to their local retailers as
their trusted source, whether online or in-store. Manufacturers
need to partner with their retailers and arm them with technical
information since they interact directly with the customer. By
providing added educational resources, they help the consumer
evaluate differentiating features that impact their pets’ specific