SHOW DAILIES Pet Product News International SUPERZOO July 26, 2017 16
Connecting to Sales
SuperZoo conference speaker Phil Chang explains how an e-commerce
site can help build sustainable business growth.
BY PHIL CHANG
We all have things that we should do more of but never make the time to get done. E-commerce is one of those things. It’s generally an underutilized tool that can help businesses grow but often falls un- der the “set it and forget it” camp on
your to-do list. However, when used properly, your
e-commerce site has the potential to be a tool for engagement, to be an opportunity to help consumers and
potential partners better understand your brand story,
and to drive your business forward.
E-COMMERCE HELPS REINFORCE
YOUR BUSINESS STORY
Hubba studies show that telling a business or product
story that fits in to the consumers’ story will result in
purchases 55 percent of the time. Consider the possibilities when your e-commerce site reflects the story of who
you are, your brand values and what your company represents. Today’s consumers want to get to know brands
and retailers; they are looking for companies whose
values align with theirs before they make a purchase. In
fact, 73 percent of millennials, the biggest generation of
shoppers, are willing to try a new product if it supports a
cause, and more than a quarter of them are willing to pay
a higher price. In response to this trend, our data shows
that 25 to 30 percent of retailers over the past year have
shifted their inventory strategy to include brands that are
Ten years ago, adding a cart or a “buy” button was
the only thing that mattered when building an e-com-
merce site. Now, it’s critical to go beyond the transac-
tion process and realize that your community is another
connection touchpoint that helps build engagement and
ultimately results in driving your business forward. For
example, PupJoy, BareItAll Petfoods and Dog-a-holics
are all businesses based in the Chicago area. While each
of these companies focuses on different areas of the pet
industry—PupJoy is a subscription-box service, BareIt-
All is a healthful pet treat brand and Dog-a-holics is a
retailer—they all find ways to share and contribute to
the others’ success. This strategy of shared goals, either
through events or co-marketing efforts, for example, re-
sults in sales growth and an increased customer base for
all three companies. When your e-commerce strategy
considers how potential partners, not just customers,
can learn about your business, opportunities for mo-
mentum and mutually beneficial success will begin to
ACCELERATING YOUR BUSINESS
Retail is changing and evolving every day. To build a
growing business, you need to arm yourself with tools
that are different than what they were 10 years ago, five
years ago—even a year ago. Today, the key components
in your business should include e-commerce, social media and consumer feedback.
These tools all have one thing in common—they
equip you with the ability to build a thriving network of
peers that will help you drive your business.
Connections are what will accelerate your business,
not only with customers, but with other like-minded
companies. Consider The Bear & The Rat and Bowser
Beer, which wanted to expand distribution of their prod-
ucts into other markets. After meeting through Hubba,
these two pet companies connected based on shared
goals and built a co-branded campaign to test out the
partnership. The result? An introduction to new retailers
and an increased brand awareness to new customers. In
the end, both companies were able to tap in to two dif-
ferent regions of the country that otherwise would have
taken them more time, energy and money to enter.
The main takeaway here is that there is more than one
path to the consumer. The retail industry is no longer a
straight line where brands sell products to retailers and
retailers sell products to consumers. The new world of
commerce is, rather, a series of connections—each with
the potential to grow your bottom line. Today’s retail
industry allows for companies to be brand ambassadors
and retailers to be partners that share your story, in addition to positioning influencers as loyal followers that will
amplify your value proposition and message.
It’s important to recognize that e-commerce isn’t
something different you must do in your day-to-day
business, but rather an integral part of your ongoing
business strategy that can amplify everything you do.
Leverage your digital storefront to tell your story, and
look at the people who visit your site with growth and
partnership in mind. Anyone who comes to the site can
be a customer, a partner or an ambassador. It no longer
matters how someone came to know about your business, but rather what they
know about you, and getting
that story right will drive your
business forward every time.
Hubba’s resident retail expert,
Phil Chang has been around
the block when it comes to all
things retail with experience at
companies such as Johnson &
Johnson, Unilever, Pfizer and
Target. He’s done everything
from being a sales guy to a buyer
to global franchise. From price
points and margins to the best
products in any industry—he’s
the guy you go to when you’re
looking for answers on retail
industry trends and analytics,
and what the industry is thinking about today, tomorrow and a
year from now. If you have any
questions about how to grow
your business, you can find him
on Twitter @RetailPhil.
SPEAKING UP PHIL CHANG SERVES AS HUBBA’S
Visit us at
It’s a breeze.
Make sure your team can:
• Make a good first impression.
• Keep customers coming back.
• Handle daily challenges.
• Increase sales and profits.
“Micro” courses quickly refresh skills.
• Pet Retail Basics
• NEW Engaging Customers
• NEW Customer Satisfaction
• Suggestive Selling
• Cashier Service Basics
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