Consumer-oriented business

Building sustainable customer relations

Pets are ‘one of a kind’ and pet parents expect their pet supply retailers to act accordingly. The truth, however, is that many organizations in the pet supply industry are as yet unable – or insufficiently prepared – to make the essential transition from a product-oriented approach to a customer-oriented way of doing business. So how do we make that change? How do we build customer relations today that will sustain viability in the future?

Focus on the customer

Technological developments have significantly changed the retail landscape. The internet is here to stay and the difference between online and offline has become increasingly vague, if existent at all. Consumers are connected 24/7 and they are becoming more knowledgeable, and demanding, in the process. Their purchasing behaviours have changed. They want the freedom to choose whatever channel fits them best at a particular moment and for a particular need. The exact point of sale is no longer their primary concern.

Providing information through the traditional channels of print, radio and television does not cut it anymore. Consumers have unlimited sources of information and make their own decisions on where, when and how to buy things. Power has moved to the consumer. For one thing, it has become much easier to directly reach your customers. And there are more channels to do so.

Touch points

Not surprisingly, the omnichannel approach is appealing to more and more businesses. Offering consumers all relevant touch points – instances of product or service contact prior to, during and after purchasing – and letting them make their own choices in their individual purchasing paths. It is a principle that is widely embraced, but not as yet successfully put into practice by many organizations. One reason being that an omnichannel way of doing business requires continuous investment, not only at the front end of visibility and findability, but at the backend of IT-systems as well. In order to maintain a connection with the customer, action must be taken. And that is exactly what the digital revolution allows you to do. It creates room for innovation, and for new business models.