April 2014 New Adopter Customer Experience Survey. Aggregate Results

Transcription

1 April 2014 New Adopter Customer Experience Survey

2 Survey Objectives Pethealth conducted a comprehensive adopter survey in April 2014 designed as a follow-up to a similar survey conducted in April of Objectives I. Gain insight into adopter purchasing behavior as it relates to pet food and supplies. II. III. IV. Determine the difference in purchasing behavior between those who adopt from an animal welfare organization (AWO) and those who adopt at a pet specialty retailer. Determine if shelter pet food programs, which feature the distribution of free bags of food or coupons to new adopters, create loyalty among adopters for those brands. Determining the degree to which pet adopters purchase pet supplies, food, and pharmacy products online and if social media influences that behavior. 2

3 Survey Methodology The survey list was compiled from new pet adopter data collected through AWOs using our own industry leading PetPoint application. Adoption activity was for the period March 1, 2013 to March 31, Launched in 2005, PetPoint is a cloud-based animal management application developed specifically for AWOs, and allows Pethealth to aggregate more data on dogs and cats in AWOs than any other company. As the most widely used application in animal welfare, licensed by over 2,000 AWOs, it is one of the industries largest and most accurate repositories of information related to the animal welfare industry, and is now widely regarded by leading industry analysts as the leading source of data relating to AWOs. Data variables used to define the survey segments included, though were not limited to: Adoption Location, i.e. Petco, PetSmart, Private Humane Society/SPCAs, Municipal Animal Control/Shelters, Rescue Groups/Breed Placement Adopter First Name Adopter Last Name Animal Name Adoption Date Address 3

4 Survey Methodology The survey dataset was then segmented based on two variables, AWO adoption partners and the location of adoptions, and assigned to 8 groups for distribution: Group AWO Adoption Partner Location of Adoption 1 PetSmart AWO Primary & Secondary Locations 2 PetSmart PetSmart 3 Petco AWO Primary & Secondary Locations 4 Petco Petco 5 PetSmart and Petco AWO Primary & Secondary Locations 6 PetSmart and Petco PetSmart 7 PetSmart and Petco Petco 8 No Relationship w/petco or PetSmart AWO Primary & Secondary Locations 4

5 Survey Approach invitations that included a link to the survey were sent to 241,786 adopters. Of those s 216,216 were delivered. Invitations were incentivized with an offer of $15 toward the purchase of pet food or pet supplies from Pethealth s online pet specialty retail website, ThePetangoStore.com. Invitations and subsequent reminders were distributed to each of the 8 segments and included a URL unique to each group. The survey of 57 total questions* was conducted online and developed with skip logic to ensure respondents were only presented questions based on their previous responses. Hence, response totals to various questions will vary. Additionally, certain questions allowed for more than one response, accordingly response totals could exceed 100% for those questions. *Note: Not all questions are available through this report. 5

6 Response Rates Based on delivered s (Qty. 216,216) the survey had an open rate of over 19.75%. Subsequent to the initial (Qty. 241,786) a follow up reminder was also deployed 4 days after the initial deployment. In total, 9,649 surveys were started and 8,797 were completed. Only completed surveys were used in this response analysis. Group AWO Adoption Partner Location of Adoption Sent Delivered Opens Opens % Surveys Completed 1 PetSmart AWO 41,472 40,585 8,829 21% 1,601 2 PetSmart PetSmart 13,079 12,831 2,712 21% Petco AWO 49,533 41,432 7,635 15% 1,738 4 Petco Petco 3,512 3, % PetSmart and Petco AWO 62,615 53,757 10,589 17% 2,197 6 PetSmart and Petco PetSmart 17,931 17,454 3,352 19% PetSmart and Petco Petco 5,252 5, % No Relationship with PetSmart or Petco AWO 48,392 41,609 8,067 17% 1, , ,214 42,703 20% 8,797 6

7 Key Findings The majority (89%) of adoptions continue to originate through shelters and animal rescues. 64.9% indicated that they received either a complimentary bag of food or coupon. In comparison to the 2013 survey, the current survey indicates that a higher percent of adopters received complimentary bags of food (40.1% vs. 32.9%). o When comparing adoption location, those adopting at a PetSmart were more likely to receive a complimentary bag of food vs. a redeemable coupon. Those adopting at a Petco location were more likely to receive neither food or a coupon. The majority of adopters (61.7%) continue to redeem their food coupons at major pet specialty retailers (Petco, PetSmart, Pet Valu). Although this number is down from the 2013 survey, it is largely due to unredeemed coupons. o Hill s and Purina brands, as in the last survey, continue to be the brands most often received or for which coupons are redeemed. o PetSmart adopters were more likely to use the coupon for Purina, while Petco adopters Hill s. Same applies for complimentary bags. 7

8 Key Findings Continued The vast majority (94.9%) of adopters, as in the previous survey, were not contacted subsequent to their adoptions by the food companies involved in the complimentary bag of food or coupon redemption programs. Of the 5% that were contacted, the majority (96.2%) were contacted in the first 90 days after their adoption. Over 69% of those receiving coupons or a complimentary bag of food no longer purchase that brand. The top reasons given for switching continue to be: Dislike of ingredients (want more natural) Cost (too expensive) Convenience (already have another pet using different food) o Of those who indicated that they preferred more natural ingredients (31%), almost 50% indicated that they would prefer to purchase their natural/organic food at their local grocery or supermarket chain. o A greater percentage of PetSmart adopters were willing to switch vs. Petco adopters.* *Note: Small sample size 8

9 Key Findings Continued Post adoption the top food brands purchased most often include Hill s Science Diet, Purina ONE and Blue Buffalo. No brand had over a 15% response rate. This remains fairly consistent with the previous survey. o The top three factors driving adopters to purchase their current brand of food include: Recommendation Brand trust Price o Almost half (45.9%) say they would switch from purchasing their preferred brand at a major pet specialty retailer if it was available at their local grocery store. Brands most often cited include: Blue Buffalo Hill s Science Diet Purina Pro Plan Nutro 53.1% of respondents indicated that they purchased pet products at the time of adoption. This is up approximately 18% from the previous survey. Toys, collars and food continue to be the most purchased items. With about 46.8% spending approximately $26-$100. 9

10 Key Findings Continued o Of those who did not purchase most indicated that they already had the needed items at home (45.8%), or that the shelter/rescue did not offer any products for sale (38%). When asked where do you do most of the pet supply purchasing, big box retailers continue to dominant. Adopters shop in multiple stores with PetSmart, Walmart, Petco and Target the most cited. o 12.5% of respondents indicated that they had difficulty locating their desired brand of food at PetSmart or Petco. For those adopters who had difficulty locating their desired brand 25.7% purchased it at a small pet specialty shop while 10% purchased it online. Online Media: o The most common responses about how an adopter learns about an online pet supply website were internet search engine or word of mouth. o About 30% of adopters are influenced by online media advertising used to promote a pet supply website. o Approximately 83% answered that they would not be more likely to purchase if an online pet specialty website promoted heavily within social media (e.g. Facebook, Twitter). 10

11 Key Findings Continued o Over 50% say they would click on an ad shared with them by a friend. o 53% acknowledged that they have indeed clicked on a Facebook ad, indicating that they were curious and wanted to learn more or that they thought the ad was eye-catching. Regardless of their probing, the vast majority (77%) did not purchase. Loyalty o When asked if a formal loyalty program would impact their online buying behavior, 62% said they were extremely or somewhat interested in having such a program. The most desired features of a loyalty program were: Free shipping (76.6%) Points redeemable for merchandise (54.5%) Exclusive sales and special offers (28.4%) o Of the respondents who found a loyalty program to be extremely important, a higher percentage adopted at a PetSmart location. 11

12 Key Findings Continued The top 5 online store sites where adopters have purchased from include: Amazon.com, up from 39.6% in 2013 to 56.7% in PetMeds, up from 20.7% to 23.6% Petco.com at 22.5%, flat YOY Drs. Foster & Smith at 21.0% PetSmart.com, down from 25% to 20.8% o When asked to select the site used most frequently to make their online pet supply purchases Amazon.com was the top choice with 37.8% selecting it. This is true across all segments. Toys (50%), Food (43%), and Treats (41%) were the top 3 product purchase categories. When asked what influenced their decision to purchase online, free shipping, convenience, and product selection were most often cited. 12

13 Key Findings Continued For those adopters who chose not to purchase their pet supplies online the reasons most often cited: More convenient to shop at retail location (66.5%) Shipping cost (40.2%) Pricing (14.1%) Delivery times (13.9%) Security concerns (12.5%) o As in the 2013 survey, the overwhelming majority of adopters say they would be willing to buy online if shipping was free and the purchase threshold was less than $50. 13

14 Responder Demographics As with the 2013 Survey, respondents to the 2014 Adopter Survey tend to be: Female years old Some college or college educated Employed Earn less than $80k/yr. 14

15 Selected Questions & W he n yo u a d o p te d yo ur ne w p e t, whe re d id yo u a d o p t fro m? Animal Control Organization (City Owned) Humane Society or SPCA (Shelter) Petco PetSmart Animal Rescue Organization W he n yo u a d o p te d yo ur ne w p e t, which fo o d re la te d ite ms we re yo u p ro vid e d with? A complimentary bag of pet food A coupon for pet food I was not provided with either of these items 7.0% 56.4% 2.7% 8.5% 17.9% 7.6% 40.1% 24.8% 35.1% W he re d id yo u re d e e m yo ur co up o n fo r p e t fo o d? A pet specialty retailer (e.g. Petco, PetSmart, Pet Valu) A grocery store or supermarket (e.g. Kroger, Publix, Safeway) At the Animal Control Organization, Rescue or Shelter A discount or wholesale retailer (e.g. Walmart, Target, Costco) I did not redeem my coupon 61.7% 3.4% 2.4% 2.9% 29.5% W hich b ra nd o f fo o d d id yo u p urcha se with yo ur co up o n? Pedigree Hill's Science Diet Purina ONE Blue Buffalo Purina Pro Plan 7.9% 21.7% 13.5% 9.4% 23.6% 23.8% W hich b ra nd o f p e t fo o d d id yo u re ce ive? Hill's Science Diet Blue Buffalo Pedigree Purina Pro Plan Purina ONE I am not sure 44.0% 1.2% 2.5% 8.5% 13.0% 23.7% 7.0% 15

16 Selected Questions & W e re yo u co nta cte d b y this p e t fo o d co mp a ny a fte r the a d o p tio n o f yo ur p e t? Yes No 5.1% 94.9% How lo ng a fte r the a d o p tio n o f yo ur p e t d id this p e t fo o d co mp a ny co nta ct yo u? Within 1 month Between 1 and 3 months After 3 months 73.0% 23.2% 3.9% Is the fo o d yo u curre ntly p urcha se fo r yo ur p e t the sa me b ra nd o f fo o d which yo u we re p ro vid e d, o r re ce ive d a co up o n fo r a t the time o f yo ur a d o p tio n? Yes No 30.8% 69.2% W o uld yo u ha ve b e e n mo re like ly to sta y with the b ra nd o f fo o d o ffe re d a t a d o p tio n if yo u ha d b e e n co nta cte d e a rlie r? Yes No W ha t we re the p rima ry re a so ns yo u switche d to a d iffe re nt b ra nd? Ple a se se le ct a ll tha t a p p ly. My preferred pet specialty supplies store did not carry the brand Another brand was recommended to me I prefer my veterinarian store brands My other pets were already on a different brand My pet did not like the food The food was too expensive I wanted food with natural ingredients My pet has dietary issues or allergies My pet was no longer a kitten/puppy 14.7% 85.3% 4.0% 18.4% 1.3% 25.6% 16.1% 25.3% 31.0% 9.2% 6.7% 10.7% 16

17 Selected Questions & If yo u we re to find co mp e titive ly p rice d na tura l/o rg a nic fo o d a t yo ur g ro ce ry sto re (e.g. Kro g e r, Pub lix, Sa fe wa y) wo uld yo u b e incline d to p urcha se it the re, o r wo uld yo u p re fe r to p urcha se na tura l/o rg a nic p e t fo o d a t a p e t sp e cia lty re ta ile r (e.g. Pe tco, Pe tsma rt, Pe t Va lu) Switch to grocery store Continue to purchase at the pet specialty retailer Not Sure W hich b ra nd o f fo o d ha ve yo u p urcha se d (o r co ntinue to p urcha se ) mo st o fte n since a d o p ting yo ur p e t? Taste of the Wild Hill's Science Diet Purina ONE IAMS Pedigree Blue Buffalo Fromm Merrick Nutro Eukanuba Purina Pro Plan 48.9% 22.4% 28.6% 2.9% 10.9% 14.5% 8.5% 6.3% 9.4% 1.3% 1.2% 3.1% 0.6% 7.7% 33.7% Ple a se ra nk the fo llo wing fa cto rs which co ntrib ute d to yo ur d e cisio n to p urcha se this fo o d. 1 b e ing the mo st imp o rta nt, 5 b e ing the le a st imp o rta nt. Price It was recommended to me Ingredients I trust the brand My pet liked the food Rating Average Is the re a b ra nd o f fo o d yo u curre ntly p urcha se a t a re ta il p e t sp e cia lty sto re (e.g. Pe tco, Pe tsma rt, Pe t Va lu) tha t if it b e ca me a va ila b le a t yo ur lo ca l g ro ce ry sto re (e.g. Pub lix, Kro g e r, Sa fe wa y) yo u wo uld cha ng e yo ur p urcha sing b e ha vio r a nd b e g in p urcha sing it a t yo ur lo ca l g ro ce ry sto re? Yes No 45.9% 54.1% 17

18 Selected Questions & Did yo u p urcha se a ny p e t sup p lie s a t the p o int o f a d o p tio n? Yes No 53.1% 46.9% W hich o f the fo llo wing p ro d ucts d id yo u p urcha se? Ple a se se le ct a ll tha t a p p ly. Food Treats Grooming products Collar or leash Crate or bedding Toys Medication Food bowls 53.2% 51.7% 30.7% 68.3% 41.5% 67.5% 12.2% 45.8% W ha t wa s the a p p ro xima te co st o f the p ro d ucts yo u p urcha se d? $25 or less $26 - $50 $51 - $100 $101 - $150 $151 - $200 $201 + W ha t we re the re a so ns yo u cho se no t to p urcha se yo ur p e t sup p lie s a t the p o int o f a d o p tio n? They did not sell any products They did not carry the products I wanted The service did not meet my expectations I had another preferred supplier They were too expensive I was not able to take my pet home right away I already had the products I needed at home 24.6% 23.8% 23.0% 13.8% 8.1% 6.7% 38.0% 10.7% 0.7% 5.6% 6.2% 2.4% 45.8% 5.4% 18

19 Selected Questions & W he re d o yo u p urcha se yo ur p e t sup p lie s fro m? Ple a se se le ct a ll tha t a p p ly. Petco PetSmart Walmart Target Costco Pet Valu My adopting shelter or rescue Pet Supplies Plus Tractor Supply Co. BJ's Wholesale Club 31.4% 49.4% 34.3% 14.6% 5.3% 0.8% 2.6% 6.0% 5.0% 1.5% 29.0% Ha ve yo u fo und it d ifficult to find yo ur b ra nd o f fo o d a t a Pe tco o r Pe tsma rt mo re re ce ntly? Yes No 12.5% 87.5% W he re a re yo u curre ntly p urcha sing this b ra nd o f fo o d? Online store Small pet specialty retail shop Veterinary office Breeder Health food store 10.0% 25.7% 5.6% 0.0% 2.0% 56.8% Ha ve yo u e ve r p urcha se d p e t fo o d o r sup p lie s ONLINE? Yes No 32.0% 68.0% 19

20 Selected Questions & How wo uld yo u usua lly le a rn a b o ut a p e t sup p lie s we b site? Ple a se se le ct a ll tha t a p p ly. Magazines or newspapers Through my shelter Television Retail "deal" websites (e.g. SlickDeals, RetailMeNot) E-Newsletters (e.g. Pet E-Newsletters) Internet search engine (e.g. Bing, Google, Yahoo) Big box retailers (e.g. Petco, PetSmart) Word of mouth How imp o rta nt is a lo ya lty o r p re fe rre d custo me r p ro g ra m to yo u whe n p urcha sing p e t sup p lie s ONLINE? Extremely important Somewhat important No impact either way Not very important Not at all important W ha t fe a ture s o f a lo ya lty o r p re fe rre d custo me r p ro g ra m a re mo st imp o rta nt to yo u? Ple a se se le ct yo ur to p 2 cho ice s. Points that accumulate and can be redeemed for merchandise and services Points that accumulate and can be redeemed for cash back Free shipping Exclusive sales and specials First to be offered new products notifications about offers and discounts Regular mail notifications about offers and discounts 13.6% 10.2% 10.4% 6.9% 11.6% 64.7% 16.9% 36.1% 21.9% 40.3% 24.1% 6.9% 6.9% 54.5% 18.4% 76.6% 28.4% 0.9% 14.6% 3.5% 3.1% How much d o e s ONLINE MEDIA ADVERT ISING (e.g. we b site s, se a rch e ng ine s) fo r p e t sup p lie s influe nce yo ur p urcha sing b e ha vio r vs. re g ula r T V a d ve rtising? Much more A little more Not one way or the other Very Little Not at all 12.6% 17.7% 34.3% 16.1% 19.2% 20

21 Selected Questions & If a n ONLINE SPECIALT Y ST ORE a d ve rtise s he a vily o n so cia l me d ia (e.g. Fa ce b o o k, T witte r) a re yo u mo re like ly to p urcha se fro m the ir we b site? Yes No If a Fa ce b o o k frie nd sha re s o r p o sts a b o ut a sp e cific co mp a ny, p ro d uct, o r sa le, ho w like ly a re yo u to click o n the ir p o st? Very Somewhat Not likely Never Not a Facebook user 17.1% 82.9% 8.4% 43.9% 26.0% 5.8% 15.8% Ha ve yo u e ve r clicke d o n a n a d in Fa ce b o o k? Yes No 52.6% 47.4% W ha t ma d e yo u click o n the a d in Fa ce b o o k? A special offer was advertised A discount was advertised The ad was interesting or eye-catching I wanted to learn more 19.3% 14.8% 22.4% 40.2% 3.4% Did the a d yo u clicke d o n in Fa ce b o o k re sult in a p urcha se? Yes No 23.0% 77.0% 21

22 Selected Questions & W hich ONLINE re ta ile rs ha ve yo u p urcha se d p e t fo o d o r sup p lie s fro m? Ple a se se le ct a ll tha t a p p ly. Amazon.com PetMeds Walmart.com Costco.com Petco.com Petflow.com PetSmart.com Pet Food Direct.com The Petango Store.com My shelter's online website Drs. Foster & Smith Target.com Pet Valu.com Pet Supplies Plus.com Tractor Supply.com BJ's Wholesale Club (bjs.com) 56.7% 23.6% 10.6% 2.0% 22.5% 2.5% 20.8% 4.3% 11.7% 1.0% 21.0% 3.8% 0.8% 3.0% 1.5% 0.6% 22.7% W ha t p ro d ucts ha ve yo u p urcha se d ONLINE? Ple a se se le ct a ll tha t a p p ly. Food Treats Grooming products Collar or leash Crate or bedding Toys Medication Bowls 43.0% 41.4% 37.3% 35.3% 31.7% 50.6% 37.7% 14.0% W hich b ra nd o f fo o d d id yo u p urcha se ONLINE? Taste of the Wild Hill's Science Diet Purina ONE IAMS Blue Buffalo Pedigree Fromm Merrick Nutro Eukanuba Purina Pro Plan I am not sure 5.4% 13.1% 6.3% 2.9% 11.3% 1.7% 1.6% 3.1% 2.9% 0.4% 3.4% 13.0% 35.0% 22

23 Selected Questions & W ha t wa s the a p p ro xima te co st o f yo ur mo st re ce nt ONLINE p urcha se? $25 or less $26 - $50 $51 - $100 $101 - $150 $151 - $200 $200 + W hich ONLINE re ta ile r d o yo u MOST FREQUENT LY p urcha se p e t fo o d o r sup p lie s fro m? Ple a se o nly se le ct o ne. Amazon.com Pet Meds Walmart.com Costco.com Petco.com Petflow.com PetSmart.com Pet Food Direct.com The Petango Store.com Drs. Foster & Smith Target.com Pet Valu.com My adopting shelter or rescue Pet supplies Plus.com Tractor Supply.com BJ's Wholesale Club (bjs.com) W ha t fa cto rs influe nce d yo ur d e cisio n to p urcha se p e t fo o d o r sup p lie s ONLINE? Ple a se se le ct a ll tha t a p p ly. Product selection Service level Convenience Knowing that my purchase resulted in a donation to an animal shelter Everyday pricing Discounts (sales or coupons) Free Shipping 20.7% 36.5% 32.0% 7.2% 1.8% 1.8% 37.8% 8.4% 2.7% 0.4% 8.5% 1.2% 6.9% 1.4% 4.7% 7.8% 0.6% 0.0% 0.3% 0.7% 0.3% 0.1% 18.2% 36.6% 4.0% 44.9% 4.9% 22.3% 30.3% 55.5% 23

24 Selected Questions & W ho d id yo u cho o se to d o na te to? My own adopting shelter or rescue A different adopting shelter or rescue W hy d id yo u cho o se no t to p urcha se yo ur p e t fo o d o r sup p lie s ONLINE? Ple a se se le ct a ll tha t a p p ly. Pricing Delivery times Concerns about online security My brand or product was not available Previous bad experience Concerns about accuracy Shipping cost More convenient to shop at a physical retail location If ship p ing we re fre e, wo uld yo u b e willing to p urcha se yo ur p e t's sup p lie s o r fo o d ONLINE? Yes No 89.2% 10.8% 14.1% 13.9% 12.5% 3.0% 1.3% 5.4% 40.2% 66.5% 10.4% 75.2% 24.8% Ho w much wo uld yo u sp e nd ONLINE in o rd e r to q ua lify fo r fre e ship p ing? $1 - $10 $11 - $25 $26 - $50 $50 - $100 More than $ % 46.1% 35.7% 4.0% 0.6% W ha t is yo ur g e nd e r? Male Female 20.3% 79.7% 24

25 Selected Questions & W ha t is yo ur a g e? % 24.2% 17.5% 18.9% 16.2% 9.5% W ha t is the hig he st le ve l o f e d uca tio n yo u ha ve co mp le te d? Less than high school degree High school degree or equivalent Some college Bachelor degree Graduate degree 0.8% 12.1% 35.4% 32.9% 18.8% W ha t is yo ur e mp lo yme nt sta tus? Student Employed Unemployed Retired Disabled, not able to work 6.4% 70.1% 6.5% 13.2% 3.9% W ha t is yo ur a nnua l ho use ho ld inco me? $35,000 or less $35,001 - $60,000 $60,001 - $80,000 $80,001 - $100,000 $100,001 - $150,000 $150, % 29.1% 15.8% 11.5% 9.5% 5.0% 25