The Rise of E-Commerce in Pet Care
The rise of e-commerce is happening across all markets, as consumers turn to convenience when making a purchase. This is also apparent in the pet care market, which saw significant growth during the pandemic.
There are a number of ways for brands to adapt to this growth in online orders of pet products, including:
- Switching to more durable packaging for shipping their online orders
- Focussing on creating engaging online marketing material to connect to consumers
- Evolving product photography
- Encouraging consumers to interact with your brand
- Educating consumers through packaging
In this blog, we will tackle how to optimise your packaging for e-commerce.
But first, let’s get into what caused the rise in e-commerce within the Pet Care industry and how you can take advantage of this increase in online purchasing.
What Caused the Rise in E-Commerce?
The rise in e-commerce is prevalent across all markets. It continues to grow as online purchasing becomes a staple part of our everyday lives.
In the Pet Care industry, e-commerce and online shopping provide convenience for pet owners. They have the reassurance of being able to easily purchase their desired products from the comfort of their own home or on the move, without having to have access to a physical store.
In fact, 8.7% of pet food sales in the UK are now made online. This is growing year over year as consumers prioritise convenience.
The rapid growth of online retail generates new demands for e-commerce packaging. With the need to promote, protect and contribute to efficient distribution at every stage of the supply chain.
What Does This Mean for Your Brand?
As the Pet Care industry continues to adapt and change to suit consumer behaviour, your brand must also make changes to keep in tune with the latest trends and continue to attract new customers!
Start by adapting your brand and products to the digital world. Paying attention to how your products are represented online, as well as in-store.
Connecting to consumers online is extremely important, making sure that your brand is well presented on online marketplaces as well as on social media.
How Do You Optimise Your Packaging for E-Commerce?
To connect to consumers, brands must use packaging in new, digital ways to engage and entertain their audience, as well as provide convenient ways for consumers to shop.
A large trend within the Pet industry that is particularly relevant to e-commerce is subscription purchasing.
Pet owners can set up a subscription model to repurchase their favourite products with the click of a button – no returning to a store on a monthly basis – your product simply arrives at their door periodically as often as they see fit.
Not only do subscription models create a convenient way for your consumers to purchase products, but this also builds relationships with customers. Regular deliveries also means regular contact with your brand and products, increasing audience connection.
An example of this is Woof Box, as seen above. This company offers a selection of subscription boxes featuring treats and toys tailored to the dog’s breed and size that can either be randomised or customised.
Another way to take advantage of the increase in e-commerce is customised packaging.
The growing trend in ‘pet humanisation’ is leading to a growth in customised products – as well as luxury products.
Pets are becoming increasingly more humanised as they become more than just animals and solidify themselves as part of the family. This is further fuelled by the rise in pet influencers. Where pet owners create social media accounts for their pets and even secure major brand deals!
Brands can customise both their product packaging and delivery packaging with pet names to solidify consumer connection and allow the customer to connect to their pet!
An example of this is Tails.com. Who send customised packaging and delivery boxes with their pet food subscription boxes, as can be seen above. Not only is the packaging customised with the dog’s name, but the product inside is also customised to the dog’s health needs. Creating a strong connection between brand and consumer.
3D Packshots are an essential part of selling your product on e-commerce sites. They allow you to best present imagery of your product with clear, high-quality digital imagery.
3D Packshots are a form of digital mock-up that can be created for any packaging form or substrate. They are perfect for use on online marketplaces and even within marketing material to show potential customers your product digitally.
By presenting your product in a professional way, you will create a great impression when an online audience sees the product.
To conclude, it is extremely important to optimise your packaging for e-commerce platforms as the Pet Care market continues to grow and shift to a more digital marketplace.
Try the following packaging methods to best take advantage of e-commerce:
- Subscription packaging
- Personalised packaging
- 3D packshots