Marketers will learn the importance of identifying pivotal moments in a customer’s life where they need guidance and support and delivering marketing that helps them through that journey. By doing so, a brand can create an emotional connection with the consumer, building trust and driving loyalty that lasts a lifetime.
Key takeaways:
Rather than using traditional rules-based marketing, which focuses on pushing products and deciding on how to reach each customer, Blain’s Farm & Fleet, in partnership with Optimove, flipped that approach on its head. They used a customer-led strategy focused on delivering the right product at the right time through the preferred channels of the customer. They also connected emotionally with customers by helping them through the journey of fulfilling the needs of a new puppy. This shift toward customer-led marketing allows the customer journey to guide product recommendations and channel strategies, leading to stronger engagement and, ultimately, brand loyalty.
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Why Focus on Puppies?
Blain’s Farm & Fleet identified a key indicator among their customers: dog owners, specifically new puppy owners, who want to give their pets the best care possible but often don’t know where to start. These pet parents were eager for information and guidance, leading the team to their business hypothesis: If we capture new puppy owners early, we can build a long-term relationship with them.
By addressing their needs from the start of their puppy ownership journey, Blain’s established trust and a sense of loyalty, becoming the go-to brand for all their pet care needs as their dogs grow from puppyhood to adulthood and beyond.
The customer problem was clear: new puppy owners were overwhelmed by the number of products and choices, and they didn’t always know where to start. Blain’s approach was to meet customers where they were, offering helpful tips and guidance on common challenges faced by new puppy owners, while suggesting relevant products along the way.
Addressing Common Puppy Owner Concerns
Blain’s Farm & Fleet, through a series of 10 targeted campaigns, focused on answering the most pressing questions new puppy owners typically have:
I have a new puppy, now what?
What are the right supplies I need?
Why does choosing the right bedding and crate matter?
Should I use A food or B food for my puppy?
My puppy loves to explore—how do I keep them safe?
Teething is a nightmare—what chew toys should I get?
I’m going on vacation—what do I need to bring for my puppy?
These questions represent pivotal moments for new puppy owners who are eager for advice and products to solve their immediate needs. By offering helpful guidance, Blain’s positions itself as a trusted partner in the pet parent journey. Optimove’s Opti-X personalized campaigns to deliver the right message at the right time to puppy owners.
Building Trust and Long-Term Loyalty
The expected outcome of this customer-led approach is straightforward: if Blain’s can build trust with new puppy owners by offering useful advice and timely product recommendations, those customers are likely to return for all their pet needs, not just during the puppy stage, but throughout the dog’s life.
By nurturing this relationship, Blain’s expects to become a lifelong partner for pet owners, ensuring repeat business as dogs grow from puppyhood to adolescence, adulthood, and even their later years.
Blain’s didn’t stop at the initial campaigns. They also designed a personalized post-purchase journey to ensure they remain top-of-mind for customers throughout their puppy’s life stages.
This includes:
Welcome Journeys for customers who make their first puppy-related purchase.
Birthday Campaigns to celebrate milestones and offer personalized product suggestions.
Cart Abandonment and Back-in-Stock Alerts to help customers complete their purchases.
Holiday Promotions and Local Events to keep customers engaged with timely offers.
Blain’s recognizes that not all pet owners are the same, even if they share similar behaviors like buying dog food for the first time. Customer demographics, discount preferences, and churn risk vary, making it essential to personalize each journey based on customer data and behavior.
In Summary: The Power of Customer-Led Marketing
Blain’s Farm & Fleet’s shift to a customer-led marketing approach by focusing on the customer’s journey, rather than simply pushing products. It positioned itself to not only increase sales but also build lifelong loyalty among pet owners.
With a thoughtful mix of educational puppy campaigns, personalized experiences, and an understanding of each customer’s unique preferences, Blain’s is setting a new standard for customer engagement.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
