Two out of three U.S. households own a pet (66%), and more than half of pet owners consider their pets to be as much a part of their family as a human family member. What does that data mean for retailers? Owning a pet is a key characteristic of a shopper's identity.
And with May serving as National Pet Month, it's the perfect time for IGA grocers to show their love for shoppers' furry family members. Use these resources, courtesy of IGA and 2024 Red Oval CPG Partner of the Year Nestlé Purina PetCare, to celebrate Pet Month online and in-store.
For over a decade, IGA and Nestlé Purina PetCare have teamed up to host the Picture PAW-fect Pet Photo ComPETition, and now it's live for May 2024!
Shoppers love this feel-good contest, which offers grand prizes of Nestlé Purina PetCare pet food for a year (in the form of 12 coupons, valued at $24.99 each) and asks shoppers to submit a photo of their pet to win. The perfect opportunity for IGA stores to engage with shoppers on social media and show off their love of pets, here's what you can do to build an enthusiastic following and promote it:
Not only does this competition engage shoppers in a fun activity close to their heart, it's an opportunity to capture the pet-owner basket. According to Red Oval Partner Nestlé Purina, that’s a basket you’re going to want:
“If you’ve read all our insights on the pet category, it’s not hard to see that this is an enormous opportunity independents generally aren’t taking advantage of,” IGA CEO John Ross says. “It comes down to this: If you’re not investing in your pet aisle, you’re leaving sales on the table. You need to act now —order the pet sign kit, consider your assortment, and start marketing pet to your shoppers today and you’re going to see the benefit in increased sales and loyalty. It’s that simple.
Pet is an emotional category, and stores can use that bond between humans and pets in their marketing efforts. Communicate that your store is invested in pets and wants to help pet owners make the best decisions for their furry family members by sharing educational content.
In addition to the Picture PAW-fect Pet Photo ComPETition, IGA.com has blogs ready to share with shoppers on why protein is good for dogs, guidance on how much to feed your dogs and cats, and fun tips and recipes for homemade treats.
With National Pet Month and the IGA & Nestlé Purina Picture PAW-fect Pet Photo ComPETition running now, it's the perfect time to refresh your pet aisle. Make your store stand out as a pet care destination with these tips from Nestlé Purina PetCare.
What does domestic violence have to do with pets? Nearly 48% of domestic violence victims delay leaving a relationship because they can’t take their pets with them. With one in three women and one in four men experiencing domestic violence in their lifetimes, that can impact a lot of humans and pets.
But Nestlé Purina PetCare is working to change that through their partnership with RedRover® and support from retailers like you.
The Purple Leash Project was started to ensure victims of domestic abuse have access to more pet-friendly domestic violence shelters across the country. And by helping the Purple Leash Project support pet owners impacted by domestic violence, you’re helping families in your own customer community. But this initiative is more than a worthy cause — by shifting shopper perceptions of trust and confidences, it translates into increased purchases to benefit the project.
Make the most of National Pet Month by pairing IGA's in-store merchandising with online shopper content and digital marketing for an easy and comprehensive campaign. Through these small efforts, shoppers will start to see their local IGA store as a trusted authority in pet — and you'll have some cute photos of furry animals to show off in store and online!
*Source: American Pet Products Association (2023-2024) **Source: Forbes Pet Ownership Statistics