Wet Dog Food
Discover strategies to enhance the wet dog food shopping experience by addressing common challenges like limited options, unclear feeding guidelines, and difficulty comparing prices.
Wet Dog Food
Understanding Shopper Decision Trees in Retail Shelving
Shopper decision trees (SDTs) provide valuable insights into how shoppers browse products and prioritize their choices. By understanding the hierarchy of what is most important to shoppers, we can enhance the shopping experience.
While SDTs serve as a guiding framework for organizing the retail shelf, they are not meant to be followed rigidly. Instead, they should be used to make the shopping experience more intuitive and convenient for the customer. By referencing SDTs, we can ensure that products are arranged in a way that aligns with shopper priorities, facilitating easier and more satisfying shopping journeys.
Decision 1:
Brand
Decision 2:
Container Type or Form
Decision 3:
Single vs. Multipack
Decision 4:
Targeted Nutrition
Challenges Shoppers Face in Navigating the Aisle and Finding Wet Dog Food
By understanding these challenges, retailers can take steps to simplify the shopping experience, making it easier for customers to find and choose the right products.
Best Practices
for Retail Shelving
Click on a tactic to learn more
Focus on promoting wet dog food to build larger baskets.
- Lead the aisle with ultra/super premium brands and those with high household penetration, allowing shoppers to be drawn into the aisle by popular brands.
- Don't lead with private label or lesser-known brands.
Since dry dog food is more popular than wet dog food, encourage shoppers to cross purchase by directing shoppers to wet dog food while they are in the dry dog food section.
- Utilize the strike zone for new items and those with higher price per ounce.
- Place new items or those with the highest price per ounce on the top shelf. Overload shoppers with too much signage or signs with heavy text content.
Provide educational signage and quick tips for feeding to increase awareness and understanding of the wet dog food category.
- Include signage that directs shoppers to wet dog food and educates them on its usage with iconography and simple text.
- Brand block horizontally or block by form, flavor, pack type, or category driver.
Ensure higher-priced items are prominently visible and easy to find, making it convenient for shoppers to choose premium products.
- Keep sublines of the same brand together in a vertical block to promote basket building and upgrades.
- Place wet dog food far away from dry dog food and dog treats.
Maintain a diverse assortment of flavors, sizes, and price points. Ensure products are consistently stocked to meet shopper needs.
- Create cues to purchase wet dog food within the dry dog food section through signage or dual placement.
- Place wet dog food far away from dry dog food and dog treats.
Optimizing Fulfillment Methods for Wet Dog Food
By implementing these strategies, retailers can enhance the shopping experience for wet dog food customers, ensuring convenience and satisfaction across all fulfillment methods.
Wet Dog Food Fulfillment – 1
Wet dog food is a great way to introduce variety into a dog’s diet. Offering a range of brands, flavors, and forms helps pet owners find the right fit—boosting satisfaction and loyalty.
Wet Dog Food Fulfillment – 2
Prioritize variety online by making it easy to order different flavors and sizes of wet dog food. Use intuitive navigation and filters for flavor, size, brand, and dietary needs to help shoppers quickly find what they need—no matter the fulfillment method.
Wet Dog Food Fulfillment – 3
Offer same-day delivery, scheduled delivery, and curbside pickup to meet varying shopper needs. Flexibility in how and when wet dog food is received boosts convenience and overall satisfaction.
Wet Dog Food Fulfillment – 4
Recommending wet food alongside dry can help build the dog’s bowl and boost basket size—while also helping shoppers meet order minimums and explore new options.
Wet Dog Food Fulfillment – 2
Prioritize variety online by making it easy to order different flavors and sizes of wet dog food. Use intuitive navigation and filters for flavor, size, brand, and dietary needs to help shoppers quickly find what they need—no matter the fulfillment method.
Wet Dog Food Fulfillment – 3
Offer same-day delivery, scheduled delivery, and curbside pickup to meet varying shopper needs. Flexibility in how and when wet dog food is received boosts convenience and overall satisfaction.
Wet Dog Food Fulfillment – 4
Recommending wet food alongside dry can help build the dog’s bowl and boost basket size—while also helping shoppers meet order minimums and explore new options.
Wet Dog Food Fulfillment – 3
Offer same-day delivery, scheduled delivery, and curbside pickup to meet varying shopper needs. Flexibility in how and when wet dog food is received boosts convenience and overall satisfaction.
Wet Dog Food Fulfillment – 4
Recommending wet food alongside dry can help build the dog’s bowl and boost basket size—while also helping shoppers meet order minimums and explore new options.
Wet Dog Food Fulfillment – 4
Recommending wet food alongside dry can help build the dog’s bowl and boost basket size—while also helping shoppers meet order minimums and explore new options.
Utilizing the PLUS Framework for the Wet Dog Food Segment
By leveraging these areas of the PLUS framework, retailers can effectively enhance their wet dog food segment, attracting new customers, broadening product appeal, encouraging premium purchases, and increasing overall consumption.
Welcome:
Target New
Households
Welcome: Educate Shoppers and Cross-Promote
Optimize wet food offerings to appeal to new dog owners, especially in puppy.
Share the benefits of feeding wet dog food to gain new HHLDs. Cross-promote wet dog to current dry dog HHLDs.
53% of dry dog food buyers don't purchase wet dog food. Converting 10% of those shoppers equals a $390m opportunity.
Broaden:
Expand the Definitions of Traditional Segments
Broaden: Highlight New Ways of Purchasing to Grow Sales of Wet Dog Food
Push dry dog food subscriptions and omnichannel fulfillment options to facilitate easier purchases.
If 10% of current wet dog food households download and use the Purina My Perks App, it could create an $82 million opportunity, as these households are more valuable than those not using the app.
Upgrade:
Educate Trade Consumers to Higher Price Tiers
Upgrade: Encourage Trade-Up to Elevated Price Tiers
Push shoppers to consider premiumized offerings by showcasing trial, outcome-based benefits, ingredient claims and new packaging types.
If current premium buyers swap 1 purchase per year to super premium, it is a $64m opportunity.
Expand:
Strategies & Tactics to Increase Consumption of Current Consumers
Expand: Ensure Proper Assortment of Multi-Pack and Singles
"Fix the Mix" to ensure an assortment of flavor, size, price, container type and pack size.
Cross-promote to encourage dry dog food buyers to expand their basket with wet dog food.
If half of premium wet dog food buyers purchase 1 more unit per year, it is a $20m opportunity.