Date: 14 July 2023
Author: Flannery Dejean

As we all know, the pet industry is booming globally, with remarkable growth thanks in part to the increasing humanisation of our pets. Pets are no longer considered to be just animals; they have become cherished members of the family! This shifting in our perception of our furry friends has led to a surge in demand for premium pet products and services worldwide.

Pampered pooches: How humanisation is transforming the Pet Industry

From designer pet accessories and organic gourmet treats to luxury pet spas and pet-friendly hotels, the industry is rapidly responding to consumers’ desire to provide our furry friends with the best of everything. People are willing to invest in their pets’ well-being, health, and happiness, creating a market that values quality, innovation, and unique experiences. As such, brands are increasingly addressing pets directly in their marketing efforts and going to great lengths to stand out not just as providers of products, but as friends to animals.

Let’s take a look at some great examples of pet retail displays and activations which put pets and their people front and centre.

SCRATCH PET FOOD

MELBOURNE, Australia

In 2022 Australian dog food company, Scratch Pet Food, launched a pop-up dog park called The Scratch Patch in Melbourne’s Edinburgh Gardens. Designed during the city’s Covid-19 lockdowns (Melburnians lived through the world’s longest, totalling more than 260 days!) as a way to reconnect with patrons and their pups, the park offered various zones, including an obstacle course, swimming pools, a stick library, and a tuck shop with treats–all amid colourful installations for visitors to enjoy. We love how this digital-first dog food company, which delivers personalised subscriptions to over 20,000 customers, decided to take the online offline and bring their brand to their home customer base (who could access the pop-up for free) in such a rewarding and engaging way.

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BIBU PET STORE

GUANGZHOU, China

Enter the Space Age… with your pet! BIBU Pet Store, a 2021 high-end pet centre located within a luxury condo complex in Guangzhou, China, aims to take you there. 

With the dramatic rise of pet ownership, particularly among young consumers, BIBU caters to Millennial and Gen Z demographics who seek cultural identity through brick-and-mortar shops. The retro-futuristic pet café/boutique/hotel/veterinary & training centre is inspired by the idea of “looking back to see how yesterday viewed tomorrow” – the store welcomes customers into a unique atmosphere. We love how the design incorporates elements from the sci-fi classic “2001: A Space Odyssey,” such as LED lights and curved shapes, to create a theatrical and poetic setting. BIBU offers a truly out-of-the-box, captivating and nostalgic journey through its innovative design and aesthetic appeal.
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HUGGIES

NEW YORK, USA

Following the success of their ‘We Got You, Baby’ 2021 rebranding campaign (including the adorable Super Bowl ad) in 2022 Huggies launched their ‘Baby Academy for Pups’, a unique initiative aimed at helping dog owners prepare their pets for the arrival of a new baby. Recognizing the stress and challenges involved in introducing babies to dogs, Huggies sought to offer support during this transitional period through a pop-up dog academy activation in New York City’s Madison Square Park. Huggies’ initiative also aimed to promote their new Special Delivery diapers with exclusive Disney 101 Dalmatians designs.

The activation offered interactive and sensory experiences for dogs, including exposure to baby noises, screenings of footage tailored for dogs’ eyesight, and the opportunity to discover different baby items. To accompany the activation online, Huggies also provided a ‘Fur Baby, Meet Baby’ kit and social series, along with a hub on their website featuring additional tips and tricks for those unable to experience the pop-up in person.
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PET SUPPLIES PLUS X DETROIT TIGERS

DETROIT, USA

Pet Supplies Plus (PSP) partnered with the Detroit Tigers baseball team to sponsor their Bark in the Park events over a number of seasons from 2017, aiming to create a pet-friendly environment for fans and their dogs to come to a game together. The hugely popular events featured interactive activities, treat bars, and cooling water stations, among other spaces – a perfect way for sports-loving pet owners to enjoy a match and positively interact with PSP. It’s fascinating to note how the design of the signage evolved over the years as PSP continuously improved the activations and expanded their involvement in other sponsorships and community events. This brand found a way to provide community members and their pets with real value and many memorable moments, and at the same time cemented Pet Supplies Plus as a trustworthy, go-to pet destination.
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Takeaways

The pet retail industry is thriving; from designer apparel and accessories to designer dog food, the demand for premium products and experiences is skyrocketing as people increasingly view their pets as children. 

For retailers in this space it’s therefore essential to push pet comfort and joy to the forefront through the power of captivating and entertaining campaigns, displays and activations. 

At Fusion, we’ve been crafting immersive retail experiences that leave a lasting impression for over 25 years. We are dedicated to our partners’ success and will put our strategic knowledge and rich resources to work to fulfil your marketing and display needs. Reach out today via [email protected] – let’s bring your brand to life!