ClickZ Pet Products Newsletter - 12.12.2024

PLUS: PetProov combats scams with cutting-edge ID verification

Author

Priscilla Soedarpo
December 12, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Pet Products, your essential newsletter for pet product marketers and e-commerce professionals. As the holiday season approaches, we’re here to help your campaigns wag with success and your sales purr with delight!

Top Read 🌟

PetProov

PetProov partnership with Entrust marks a pivotal shift in the pet purchasing landscape, addressing the alarming rise in pet-buying scams. With a 24% increase in scams in 2023, PetProov integration of Entrust Onfido identity verification (IDV) solution is a strategic move to enhance trust and safety. This collaboration is not just a technological upgrade; a necessary evolution in a market plagued by fraud, particularly on social media platforms.

The PetProov platform, now fortified with IDV, offers a seamless user experience by verifying identities through government-issued IDs and selfies. This ensures authenticity and accountability, crucial for both buyers and sellers. The platform risk assessment, based on over 100 data points, empowers users to make informed decisions, reducing skepticism and hesitation in online transactions. This is a game-changer for the pet industry, where trust is paramount.

Kate Margolis, PetProov co-founder, emphasizes the transformation in pet buying, highlighting the need for robust verification processes. The Entrust partnership not only instills confidence but also prioritizes animal welfare, a critical aspect often overlooked in digital transactions. Simon Horswell of Entrust underscores the importance of digital identity verification in building trust, a sentiment echoed across industries.

In a rapidly digitalizing world, PetProov initiative is a beacon for safer, transparent pet transactions, setting a new standard for online marketplaces. This partnership is a testament to the power of innovation in tackling industry challenges head-on.

Curious about how other brands fared this Black Friday? Fospha’s latest report dives into key performance channels, standout strategies, and industry benchmarking data for this peak season. Perfect for digital marketers and eCommerce leaders, it’s packed with actionable insights to contextualize your 2024 results and sharpen your strategy for 2025.

Sector Spotlight 🎥

Kismet

Kismet, a pet lifestyle brand, has launched its premium dog food on Chewy, targeting modern pet parents with a focus on fresh nutrition in a convenient kibble format. The brand strategic move aims to expand its reach, offering complete nutrition with animal proteins and superfoods, enhancing market presence.

Scoochie Pet Products has centralized its New York warehousing into a 30,000-square-foot facility, enhancing logistics and operational efficiency. This strategic move supports Scooch growth, enabling faster product delivery and expanding its private-label portfolio. The consolidation optimizes the global supply chain, reflecting Scooch commitment to innovation and industry leadership.

Petco Q3 2024 results show a 1.2% revenue increase to $1.51 billion, with a 4.7% rise in gross profit. Despite a $16.7 million net loss, improvements in consumables and services signal strategic progress. The company remains focused on profitability and anticipates a strong finish to 2024.

Influencer Corner 📣

Tommy Clark on LinkedIn: Every marketer should study the masterclass Shopify just put on in content marketing

1️⃣ Founder-led content: Posts by Shopify’s CEO and President outperformed the brand account by 40x. Personal beats corporate.
2️⃣ Post more, win more: During BFCM, Harley posted 19 times on X. Tobi, 12. Frequency drives results.
3️⃣ IRL → URL: Turning a Vegas Sphere ad into viral social content shows how to scale big ideas digitally.
Smart, relentless, and impactful—this is how you dominate marketing moments.

Small-scale, big impact: The power of intimate brand activations

From Glossier’s NYC pop-ups to Prada’s flower cart and rhode skin’s photobooths, brands are showing that smaller, in-person experiences can create unforgettable moments.
The key? Personal, accessible activations that leave a lasting impression.

Optimization Hub ⚙️

The article outlines key e-commerce trends for 2025, emphasizing the importance of personalization, AI, and AR in enhancing customer experiences. It highlights the role of connected packaging and sustainable practices in driving engagement. Businesses must adopt these innovations to remain competitive, leveraging strategic insights for future success in online retail.

AI is transforming retail by enhancing product recommendations and shopping experiences. Retailers like Amazon and Walmart are leveraging AI for personalized marketing, while advertisers explore new digital tactics. Consumers benefit from faster, potentially cheaper shopping. However, careful implementation is crucial to avoid discomfort and ensure strategic success.

Social media trends reflect popular opinion due to algorithmic amplification and limited user engagement. Only a small fraction of users actively post, skewing perceptions. Media outlets amplify these trends for engagement, misleadingly portraying minority interests as major issues. This affects public discourse and policy focus, distorting reality.

Customer Relations

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Influencer Partnerships

📍 Indianapolis, IN

Influencer Partnerships

📍 Broomfiled, CO

Marketing & Comms

 📍 Austin, TX, USA

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