Seventeen years ago, Prins took a new path, changing from a purely production-led company to a consumer-focused organization where customers are at the core of all activities. In January 2018, they won the prestigious GlobalPETS Forum Award.
Omnichannel approach
Winning the GlobalPETS Forum Award 2018 for the customer-centric omnichannel approach shows that the company took the right path at the time. This prestigious award, recognition for extraordinary performance in the Netherlands, also makes the company internationally visible and helps to spread their wings further abroad.
A Dutch family-run business
Prins is a Dutch, family-run business. For more than fifty years, the Verkade family has put its heart and soul into the production of 100% natural animal feed.
They offer food tailored to every age and lifestyle, from pressed, crispy kibbles and dietetic feed to unrefrigerated meat meals and frozen fresh meat.Prins is the market leader in pressed kibbles, a product of which they are especially proud. Also unique is their Protection Feed with herbs and Schüssler cell salts.
More than food
But there is more than food. They do not only stand for tasty, responsible food, but for a complete lifestyle, with fun, new ideas and attention for the animal during each stage of its life.
For example, they work on the basis of the themes Active & Fun, Care, and Living and attach great importance to sharing know-how, providing advice and putting well-being first.
The team is eager to enter into dialogue with customers and exceed their expectations. Today’s consumers are increasingly critical and always searching for information, inspiration and advice online. Prins wants to use a well-thought-out omnichannel approach to offer them a consistent brand experience, using every possible channel to allow customers to experience passion, respect and service.
In order to convey a clear message, online and offline are in line with each other.
Putting the customer first
The customer is put first by such
means as:
- the website
- social media channels
- special fans days, with a guided tour of the factory
- a new visitor centre
- consumer panels and surveys
- newsletters for different target groups
- organizing and participating in events
- visibility in and collaboration with 1,700 speciality pet shops
- the Prins CareTeam, a team of experts that provides everyone with free advice tailored to their needs
- EduPet, a pet knowledge centre with an extensive range of reading for both enthusiasts and professionals
- Lifestyle for pets, a knowledge and inspiration platform for pet lovers, with blogs, videos, and products, and now a digital TV channel
Product experience
The Train & Care reward tube is an example of how these channels are used. The instruction book to accompany the tube is available in specialty pet shops. Customers can find articles, blogs and videos on how to use it on the website and Lifestyle for pets.
During events, Prins provides workshops on the tube and, through EduPet, pet lovers and professionals such as trainers and trimmers can attend lectures about using it during training and care courses. The Prins Herb Garden also shows how to link your products to an experience: it lets consumers grow their own herbs to experience the power of nature, and re-use the packaging.
Customer satisfaction
With an average Net Promotor Score of 60, Prins scores particularly high on customer satisfaction. But the customer journey is far from finished. The company wants (even) more co-operation, not just with consumers, but also with partners. They attach great value to the fact that GlobalPETS enables co-operation between professionals worldwide.
Prins Petfoods
Gertjan Willems: gertjan@prinspetfoods.nl
prinspetfoods.com
The latest articles
American investment firm launches pet fund
Vetted Capital aims to bridge a funding gap that has hindered growth within the pet care sector. GlobalPETS learns more.
Freshpet raises yearly guidance following strong performance
The New Jersey-based pet business has raised its forecast for the second consecutive quarter, projecting a 27% increase in net sales.
From South Africa to Europe: Maltento expands footprint
The South African insect company is leveraging its strategic location and aims to triple its revenue by 2026.
Weekly newsletter to stay up-to-date
Discover what’s happening in the pet industry. Get the must-read stories and insights in your inbox.