Case Study
From Pampering to Practicality: Segmenting Today’s Pet Textile Shoppers
overview
Building Brands Around What Pet Parents Want
Today’s pet parents expect more than durability—they want products that reflect how they care for their pets as family. A leading pet textiles company recognized the opportunity to anchor its innovation and brand strategy in the diverse needs of these shoppers. The goal was to move from generic product offerings to purpose-driven brand experiences tailored to distinct consumer segments.
THE PROBLEM
One Size Doesn’t Fit All
Despite strong market share, the brand was struggling to evolve. Internally, there was uncertainty around how to grow the category while avoiding unnecessary overlap across sub-brands. The team needed insight into what differentiated pet textile shoppers—beyond just species or breed—and how best to meet those needs across product, pricing, and messaging.
They also lacked a way to integrate digital behavior into their segmentation model to guide modern marketing and channel activation.
OUR APPROACH
From Functional to Emotional Insight
Our research included a national survey of 900+ pet textile shoppers, identifying four distinct segments ranging from indulgent pet parents to price-driven basics. These included:
- Shoppers who want to showcase their love and care of their pet through the products that they buy that also fit in with their decor preferences.
- Consumers seeking functional benefits targeted to their pets’ specific needs.
- Buyers who support their pet’s comfort and safety by seeking out the most durable and well-made products.
- Pet owners who prefer budget options are influenced by online deals and convenience.
To enhance these segments, we layered in passive behavioral data—illuminating digital triggers, social media engagement, and online shopping behaviors.
The result
Clear Paths to Segment-Led Growth
The segmentation empowered the brand to rethink how it innovates and communicates:
- Product teams prioritized new SKUs based on segment-specific needs for indulgent shoppers and value-focused ones.
- Brand managers clarified which consumers each brand should serve, helping avoid overlap and ensuring relevance.
- Marketing efforts have become more efficient, using real behavioral cues to place media where it matters for each segment.
- Retail strategies were reimagined based on the spectrum of shopper needs identified.
“We’re now designing products and campaigns with real people in mind—not personas built from guesswork.”
proven experience
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