Dreamies climbs the charts (and billboards) | Pets and Trends Newsletter

Editor’s Pick 🌟

📣 Shoptalk in Five Headlines

From marketplace breakthroughs to AI-driven growth, this year’s Shoptalk brought bold predictions and big product reveals. Here are five key headlines shaping the future of retail and eCommerce:

🧠 AI Moves From Buzzword to Bottom Line
Whether driving smarter search or streamlining supply chains, AI was everywhere—and brands are getting serious about turning innovation into efficiency.

📈 Fospha Launches Halo to Measure DTC’s Impact on Amazon
At Shoptalk, Fospha announced the release of its Halo measurement product, bridging the gap between DTC and marketplace attribution. For the first time, marketers can accurately measure the halo effect of their DTC ads on Amazon sales—unlocking new ways to optimize full-funnel performance.

🛍️ Ulta’s Digital Transformation Is Just Getting Started
Ulta Beauty revealed plans to launch a new marketplace and double down on personalization, backed by Adobe and powered by first-party data from its 44M+ loyalty members.

💎 Pandora Reinvents Modern Luxury
From lab-grown diamonds to in-store storytelling, Pandora is redefining what “premium” means—shifting focus from status to personal meaning.

🌐 Marketplace Momentum Is Rewriting the Growth Playbook
From Walmart to Wayfair to startups, everyone’s betting big on marketplaces to drive assortment expansion, experimentation, and new revenue streams.

Sector Spotlight 🎥

PET FURNITURE INNOVATION

Dual-Sided Dog Beds Offering Comfort for All Seasons

The Wyrmwood Double-Sided Dog Bed offers pet owners a versatile option with its seasonal adaptability, featuring durable wood frames and interchangeable materials like sherpa and linen for year-round comfort.

This dual-purpose product caters to the growing demand for customizable and sustainable pet furniture, aligning with home aesthetics while ensuring pet comfort. Pet furniture innovations reflect shifting consumer priorities towards multifunctionality and eco-friendly materials.

PET FOOD TRENDS

Pet Food Forum Elevates Insect Protein Awareness In Industry Discussions

Petfood Forum 2025 will explore emerging trends and sustainability in pet food, focusing on insect protein's potential as a novel ingredient. The event will feature insights into consumer perception and technological advancements, providing key strategies for pet food manufacturers to address the industry’s evolving needs.

STRATEGIC PARTNERSHIPS

Huxley & Kent Expands Southeastern U.S. Reach with Southeast Pet Partnership

Huxley & Kent's partnership with Southeast Pet facilitates the distribution of their fashionable pet products to independent retailers in the Southeastern U.S., enhancing access to quality choices. This collaboration is significant as it strategically expands Huxley & Kent’s market reach, while supporting charitable initiatives through the Huxley & Kent Rescue Fund.

PET FOOD EXPANSION

Champion Pet Food Expands Sustainable Production With Solar Energy Use

Champion Pet Food, the only dry pet food producer in Cyprus, is expanding its production and enhancing sustainability by increasing solar energy use and incorporating carob, or "Mediterranean gold," in its diverse pet food offerings. The family-owned business, led by Georgios and Sophia Tsappis, is strengthening its Mediterranean market presence.

MARKETING CAMPAIGN

Fibreglass Cats Climb Billboards in New Dreamies Campaign

Mars-owned Dreamies launched a campaign with fibreglass cat models displayed on London billboards, capturing attention through creativity and humor. This engaging approach highlights cats' cunning nature and aligns with strategic marketing goals of showcasing brand appeal and consumer engagement. Such innovative out-of-home activations enhance brand visibility and offer insights for marketers aiming to captivate urban audiences.

Influencer Corner 📢

Optimization Hub ⚙️

MARKETING STRATEGIES

Optimize April Marketing for Increased Conversions through Storytelling and Personalization

April marketing optimizes SMS and email strategies to enhance conversion rates with targeted campaigns around holidays like April Fools, Easter, and Earth Day. Personalized customer experiences and storytelling cultivate loyalty, as AI-driven insights suggest engagement opportunities. Marketers are urged to continuously test and refine messaging.

AI SHOPPING INNOVATIONS

Amazon Launches AI-Powered Interests for Enhanced Personalized Shopping Experience

Amazon's new AI-powered Interests feature allows select U.S. customers to receive personalized product updates tailored to their preferences, showcasing a shift towards proactive eCommerce interactions. Using large language models, it promises a more efficient shopping experience by continuously scanning for relevant products and deals. This initiative highlights an evolving landscape where AI tools streamline consumer engagement, offering marketers insights into enhancing customer personalization.

RETAIL MEDIA EXPANSION

Retail Media Networks Enhance Offerings to Capture Advertisers' Interests

Best Buy, Instacart, and DoorDash are enhancing their Retail Media Networks to attract advertisers seeking transparency and accountability. Best Buy utilizes first-party data for targeting on social platforms, Instacart offers in-store advertising through Caper Carts, and DoorDash introduces post-purchase ads and sponsored placements. These developments highlight the shifting priorities in retail media, emphasizing the growing importance of integrated advertising solutions across digital and physical channels for marketing professionals.

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