What Customers Really Want from a Pet Store
Hi, how's it going As I do every Friday, I'm here to answer listener questions, and I invite you to do so if you haven't already: listeners at carlosmalfatti.com For example, Ana Lucía wrote to me; she wrote from Santa Cruz de la Sierra, in Bolivia. He/She tells me Hi Carlos, I upload content, offer discounts, and provide good customer service, but I'm not building a community. What Customers Really Want from a Pet Store is more than that—they want to feel connected. I listen to your podcast and it helps me a lot. Well, thank you very much, Ana.
And the truth is, Ana, that's an excellent question, very strategic, and I congratulate you because you're thinking beyond the immediate sale. Look, what I'm saying is, to improve your business you need to make money, to make money, sell, to sell, marketing, etc. One of the most interesting things we can do today, especially considering that almost everyone sells the same thing they buy from the same supplier, create the same content, and say the same.
Optimize Store Layout
Things is to create a community around the business. And this is great because if you create a community of people connected by an idea, by being part of something, it's much better. On the loyalty side, on the retention side, on the lifetime value side. In other words, that people keep buying from you, that they buy more. In other words, it closes the loop on all sides because creating a community makes people come back, recommend you, and your store stops being just another store and becomes their trusted business. Look, I'm telling you, it's not 1980.
Well, in 1980 and before, people bought from the business they trusted, the local business. I did an episode talking about the anecdote of my grandmother who once had to buy bread at another bakery, and when she passed the door of the bakery where she bought bread every day, she hid the bag. She was ashamed to have bought the bread somewhere else. Well, that doesn't happen today. But if you create a community around your business, that can happen. So, what can you do, Ana Well, we know: knowing your customers well. But I'm not just referring to whether they have a dog or a cat.
Leverage Data-Driven Insights
But rather, what worries them, what they value, what kind of relationship they have with their pets, what they are interested in learning, what excites them, what concerns they have, for example, with respect to pet care. Because this information will allow you to build an environment that speaks. And that you can, for example, share useful content: care, feeding, pet behavior. I have pets and more than once I've thought: hey, what's wrong with him, why is he so nervous.
What's wrong with him/her Why is he/she stressed What's wrong with him/he? Why is he/she so annoying/a pain in the ass What's wrong with him/her, why is he/she so still Yes, because, you see, if someone has a pet and considers it part of the family, you say to them: well, why are they so attached to it Oh, why isn't he/she doing anything today Will it be alright Will your stomach hurt Why is he/she scratching there Why does it have this little stain He who doesn't know, doesn't know. And when you don't know, you worry. When you see a behavior in your pet that is strange, not normal, or unusual.
Enhance Customer Loyalty Programs
So, all these things are super powerful for getting people to pay attention to you. And you can get attention from a digital, online perspective, but it can also be in person. You could organize in-person or virtual workshops. You can bring veterinarians, or others, if you're not a veterinarian. Or if you're a veterinarian, no. Although, well, you could collaborate with other colleagues. I knew someone at a veterinary clinic in my neighborhood who specialized in exotic animals. And in fact, he left the country to work in a place where there were only exotic animals.
So, this can bring new people to your community: trainers, dog trainers. A classic this little dog is destroying everything. Okay, how can we train it? In fact, there are even YouTube channels. I even think there were TV series or Netflix or I don't know what platform about dog trainers. These things are very popular, they attract people's interest and are very cool because, in addition to adding value, they are also entertaining. You can collaborate with influencers, with personalized pet accounts to add value. You can hold contests, for example, where people send in photos of their pets.
The Rise of AI-Generated Images on Social Media
People vote, and there are prizes. Now that artificial intelligence is booming last week it was OpenAI with image generation, and everyone started creating images and now, well, social media is filled with all the images. Everyone uses the same image: the little box with the puppet, like the Muppets, like a drawing from that Japanese studio. Well, all that farting around that's become fashionable now. Well, you can use them to personalize the experience. For example, creating a profile for each pet with a special illustration, a drawing, presenting the pet in a way that the owner likes.
With the name, the photo, and all of this generated with artificial intelligence. In fact, you can even automate it. But well, that's a different story altogether. But you can, if you have the power. Using tools, for example Canva, you can create templates. And you do that, nothing, in seconds. And then you print it and give it to them. Or send it to him/her via WhatsApp. You can also create videos. Artificial intelligence allows you to create videos. You could create a personalized video with music, featuring the pet, I don't know what, I don't know how much.
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