The research reduces the importance of price, discounts or promotions as determining factors among the habits of the buyer with pets The pet owner goes to the physical store in 78.9% of the times, while 21.1% buys online The dog owner is more user of the pet shop than the cat
Madrid-Alicante, 5 March 2020. Trixder Group, responsible in our country for the leading German multinational brand Trixie, and the Valencian retail marketing consultancy Coto Consulting have presented in the 3rd Forum of Industry and Trade of the Pet Sector in Spain, the study “Pet Shopper Spain 2019”, which represents the first study focused on businesses specializing in pets.
In the environment of the Fair Iberzoo + Propet held between 5 and 7 March at the fairgrounds of IFEMA, Madrid, was presented the first edition of a study conducted with buyers who have pets throughout the Spanish population. The aim of this research is to find out the behaviour of consumers who own pets when buying products for their animals. Both Grupo Trixder and Coto Consulting, as promoters of the study, have sought to provide information and more knowledge to the owner of businesses specializing in pets.
According to Javier Peral, general manager of Grupo Trixder: “The managers of specialized pet shops now need data more than ever. In these times of such rapid change, we intend to provide them with the most up-to-date information possible so that they can make strategic and agile decisions in their businesses and know, with greater precision, the consumer trends to which they must respond”.
Among the main conclusions, Pet Shopper Spain 2019 breaks with certain beliefs that have long been established among the most common strategies of businesses. The pet buyer states that what most differentiates one point of sale from another is the wide range (59.4% of those surveyed) and that it offers exquisite attention (44.9%). The super specialization in each type of pet and the added services are the next most attractive factors. However, aspects related to price most seen in the sales actions of pet shops, have only been answered by 0.5% of those surveyed as differentiating values to choose to go to a pet shop.
Regarding the growing trend for online purchases, the Spanish consumer who usually goes to the physical store is still very much in the majority. Respondents say that 78.9% of the time they go to a physical store and 21.1% buy online. However, it is common that both profiles go or compare in the less common (confirming that the omnicanality is not alien to the sector) and the study shows that buyers who use more offline are more assiduous to buy through this channel, while those who buy more online show a greater willingness to use different channels.
The reasons for buying in a physical store are divided between the proximity (41.4% of respondents), the wide range (38.8%) and the quality of products (34.4%). The fourth motivation – with more distance – would be price, which is the motivation factor for 20.5% of those surveyed who prefer to buy offline. With respect to those who prioritize online shopping, only 35.2% of respondents indicated the factor Offers and discounts as one of the reasons for online shopping, being the fourth reason to go online behind the wide range (57.1%), convenience and speed of service (40.5%) and product quality (39.9%).
The relevance of the accessory The study confirms a trend that has long been evident in the day-to-day experience. The pet accessory is no longer a luxury item but a type of basic need product. More than 75% of those surveyed confirm that they go shopping specifically to acquire accessories for their pet or when they hear about new products in this segment. Only 24.5% buy them taking advantage of the visit for food.
The salesperson in the pet shop The figure of the salesperson also becomes crucial for users who purchase products for their pet. Among those who qualify it as “necessary” and “essential”, 73.4% of those surveyed would say that it is a “must”. It is also interesting to note that when an online buyer goes to the store, the seller is more important than for the offline buyer.
In addition, the buyer values very much the level of knowledge of the person who attends to him in the pet shop, which is in line with the aspects he values most in specialist shops. The study shows that 82.8% of those surveyed believe that a salesperson should have professional-level knowledge to be able to advise on the best products for pets. This quality far surpasses those of love/devotion for animals or empathy.