Most people today have heard of big data, but do we truly understand what this is and what this means for the pet industry specifically?
According to an article from Oracle.com, “…big data is data that contains greater variety, arriving in increasing volumes and with more velocity. This is also known as the three “Vs.” Put simply, big data is larger, more complex data sets, especially from new data sources.”
With all of the data being released into the digital atmosphere and more people wondering how this data is being used, I thought I would explain a little more about how data can be used specifically inside the pet industry.
Data and the Pet Industry
Let’s discuss how data is implemented in the pet industry. Having access to a pet’s information, as well as their owners, allows brands to better serve and care for the pets they interact with. Whether it’s a veterinary clinic that needs vaccination records, contact information, health history, etc., or a pet care company that obtains contact info, birthdates, shot records, and notes on pet behavior, it is important for all aspects of the pet industry to have data on file to create a more personalized experience for pet owners and their pet companions.
First-Hand Experience with Data
As I have mentioned in a previous article about the 4Ps of Marketing, I own a professional pet care company and have been caring for pets, gaining first-hand experience for the last eight years. Having client and pet data on file has allowed me to keep track of important information and keep my business running efficiently while also allowing me to add a personal touch to the care and services that my company provides as we have grown over the years. I want to share some examples of how my company uses client and pet data.
- Pet Information: We ask our clients for the pet’s birthday, shot records, and care instructions. This allows us to make sure that we can send a personalized birthday message on the pet’s birthday, make sure that the pet is up to date on vaccinations, and that they are only interacting with other pets who are current at all times. We also use vaccination records to alert us in our CRM when pets are coming due for their vaccines, and we can send a reminder message to the pet owners 2 – 4 weeks before they expire so that they can call and schedule an appointment with their veterinarian. We know life gets busy, so if we can offer an additional service of sending these types of friendly reminders, we are happy to do so, and it adds that personal touch to the care we provide. The care instructions allow us to ensure that we are feeding the right amount of food, the right types of food, and at the right times. Some pets free feed, others are on a schedule, and some have special needs and need their food cooked for them. This information also allows us to note any health concerns for the pet so we can keep a close eye out for any issues they may have while in our care. The data we obtain about the care that the owner wants for their pet allows us to be sure they stay on their normal routine as much as possible when their owners are away.
- Client information: We keep contact information on file not only for the pet owner but also for an emergency contact. We make sure that we have an address on record to know where to pick up and drop off if we will be offering those services. We have email addresses so that any email marketing messages we send out for the business can be sent from our CRM to their email, and we even CC a family member as well if needed. We have their preference for primary vets as well as emergency care in case something should happen after hours. We make sure to keep an emergency form on file for their preferences in case of an unfortunate event that their pet may pass while they are away. We have pets that have special needs at the end of their life and stay with us if their parents must leave, so we want to make sure that we respect the owner’s wishes and show respect for them and their pets during this time.
As you can see, having pet and client information has allowed my business to provide personalized care for every pet that we care for. Being able to do this is what our clients have loved most about the company over the years.
Personalize the Customer Experience with Data
So, how will you use customer experience in your business? Whether you are a pet store owner, pet product designer, veterinarian, pet care provider, pet groomer, etc., there are plenty of ways that we can use the data our customers provide to help create a unique and customized experience that is personalized to their specific preferences and pets’ needs. With everything moving to online shopping and home shipping, it is important that when we interact with our customers and clients, we remind them why the human side of the business and personal touch is so important.
“Personalizing the customer experience and making sure that clients feel like family is how we keep them coming back with their pets time and time again!”
– Ashley Lee “Pet Pro gone Marketing Pro”
