Brands use the benefits of the DTC model to personalize pet food
Implications - Direct-to-consumer personalization has been a boon for brands in industries like food or style, but startups are applying the personalization made possible through DTC to products beyond that traditional scope. Through interactive online surveys and questionnaires, upstart pet food brands offer personalized pet meal plans reminiscent of modern health and fitness offerings for people. By extending personalization to other areas of consumers' lives, products become more indispensable than their similar, generic counterparts.
Workshop Question - Identify an area of your consumers' lives that DTC-enabled personalization could improve (as compared to the generic alternative). How would such a personalization system work?
Trend Themes
1. Personalized Pet Food - Upstart pet food brands offer personalized pet meal plans reminiscent of modern health and fitness offerings for people, creating opportunities for personalization.
2. Pet Subscription Services - Pet subscription services offers pet owners a convenient and efficient means of ensuring their pet is fed, eliminating the need to drive to a specialty pet food store.
3. Premium Pet Treats - Pet treat subscriptions offer customers the opportunity to spoil their beloved animals with high-quality snacks and toys, providing opportunities for homemade and innovative snacks.
Industry Implications
1. Pet Food and Treats Industry - As pet owners become increasingly invested in their pets’ well-being, the pet food and treats industry should focus on the use of natural and human-grade ingredients and personalization.
2. Subscription Box Industry - The subscription box model can be applied to various industries, including pet food, offering customers a personalized and convenient experience.
3. Creative Agency Industry - Brands seeking to rebrand and market in a contemporary way should enlist creative agencies to create packaging that is in keeping with their image.
