Lifestyle for pets - Retail brochure (EN)

a unique omnichannel experience
for all animal lovers
Retail
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you stay on the ball, remain open to initiatives
and make the right decisions. Today’s stores
can be either online only, or online and offline.
Offering a physical store helps increase the bond
with the customer. The power remains mainly
at the physical point of sale, but this combined
with other channels makes for a really strong
combination.
passionate about sharing this knowledge with our
customers. Our founder, Mr. Verkade, announced
35 years ago, by way of a telephone conference
and a series of lectures given throughout the
Netherlands, that he wanted to help animal lovers
understand more about the health and welfare of
their pet dogs and cats. From there the CareTeam
was established, which is still in daily use
answering professionals and consumers queries
about nutrition, health and behaviour.
Introduction
Innovation: new needs
and new consumers
New consumers are born every day. Babies used
to receive a teddy bear and a teething ring at
birth, but now the new generation is born with a
digital identity, and grows up with a smartphone,
a laptop and their own Instagram account.
The new consumer is different; thinks differently,
learns differently, and has other needs. We live in
the information age where technology plays an
important role, one that is increasingly embraced
by today’s consumers. Providing relevant
information through various channels is more
important than ever when offering a complete
customer experience. It’s not only the product,
but the story behind it that determines whether
your brand is chosen to be purchased.
Changing consumer patterns mean that
retailers and wholesalers face new challenges.
Challenges that equal opportunities as long as
“One of our
key values is
the sharing of
knowledge:
that’s part of our
DNA. ”
Innovation and
reinvention are a must.
Doing nothing is not an
option!
One of our key values is the sharing of
knowledge: that’s part of our DNA. We provide
customers with many years of experience where
our primary focus has been the well-being of
their pet. And we have always been genuinely
Setting up a unique omnichannel experience
where we can share our knowledge about the
welfare and needs of customers and their pets,
is a logical next step for Prins Petfoods. Together
with our other manufacturers across the industry,
we aim to inform the consumer using various
channels. By doing so we will inspire them, and
enable them to strive for the optimal well-being of
their pet when purchasing through you either onor
offline.
You can also play a role. We invite you to read
the enclosed brochure. Have we piqued your
interest? Then contact your Prins Petfoods
relationship manager for a personal discussion
about how you can be involved.
On behalf of the Prins Petfoods family,
Yours sincerely,
Iris Diepeveen
Brand manager
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Contents
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6
8
10
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The changing face of retail
The target audience
Our promise
Omnichannel
Lifestyle topics
Rich content, products and services
Online
The changing face of retail
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28
30
31
Offline
Customer service and “Ask the specialist”
What does Lifestyle for pets mean in practice?
Management and content management
Future
Powered by Prins
The tales of retail woe just keep coming: the whole
retail landscape has changed beyond recognition
and even some large retail chains haven’t survived
the changes.
The internet is often blamed, but the internet has
created many possibilities for both the retailer and
the consumer alike: the range of goods is greater,
communication is easier and pricing has become
more transparent.
Even more important than the changes to the retail
landscape is the fact that many retailers haven’t
adapted to the shifting consumer behaviours with
their increasingly high expectations, especially
where customer service is concerned.
As a pet specialist you have two options for your
store: you can choose for a large store offering
a wide range of products, ultimate experience,
competitive pricing and premium service. Or
you choose for a small store where you can be
personally involved with the customer offering
them the finest service, along with expert
knowledge and skills, in order to attract the
customer to your door.
When you reach the limit of your capabilities then
working with partners is a solution: together
you’re stronger.
Lifestyle for pets can work with you to offer
today’s consumer many extras by applying the
omnichannel strategy. In this brochure we outline
all the possibilities.
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The target audience
The platform Lifestyle for pets aims to inform and inspire consumers to
trigger purchases creating an increase in sales. The target audience is
the pet lover, which can be divided into professionals and pet owners.
The pet lover makes conscious choices when it
comes to the well-being of their pet. They can
be advised and inspired at any time through
various channels. The pet lover uses many
current techniques to inform themselves. From
a smartphone in the store, to a tablet on the
couch, today’s consumer is almost always online,
continually seeking information and rewards.
For personal advice, they’ll visit the vet, or
approach a specialist online with their questions
via live chat or email. The pet lover wants his
customer journey to be at the centre and expects
a seamless experience across all channels.
He likes transparency, easily shares personal
business and happily gives his opinion.
All the content on our online platform and all the
in-store material has been developed with the
profile of our target audience in mind. Lifestyle
for pets is in line with the thinking of today’s
consumer and those of the future. We focus on
the individual: we listen to customers and take on
board their needs; we offer specialist, innovative
products and services; and we talk directly with
our target audience.
Lifestyle for pets offers a platform where pet
lovers can turn for advice, specialist knowledge,
inspiration, and entertainment. We work
alongside various brands, veterinarians, pet
stores and non-profit organisations to provide as
broad a platform as possible, always keeping our
target audience and their pets ‘top of mind’.
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Our promise
Pets play an increasingly central and active role in family life. Consumers
are, therefore, constantly on the lookout for products and services that suit
their specific needs. Very often the consumer isn’t aware of exactly what
he is seeking until you show it to him. This is where we come in with a
platform that inspires and surprises.
Be it anything from products for home, garden,
balcony or playing sport with your dog, to extra
care for senior pets and practical tips for daily
life: every pet lover can find the right products,
services and advice by Lifestyle for pets.
The platform focuses on dogs, cats, horses,
rodents, fish, reptiles and birds. The well-being
of the pet is always first and foremost. An
important part of the platform is the prevention
and care needed to keep pets fit and healthy.
Lifestyle for pets owes its power and substance
to the platform’s partners with their many
years of experience and knowledge. Via
this platform, the consumer can at any time,
and at any stage of their pet’s life, gain access
to good advice, tips and suitable products.
Consequently, Lifestyle for pets forms a part of
daily life, making it a lifestyle.
The platform focuses on the individual; it takes
into account the target audience and its needs:
• Information and knowledge
• Advice
• Social contact
• Fun
• Inspiration
• Profiling
• Innovation
By offering specialist advice, Lifestyle for pets
encourages customer loyalty and commitment.
By implementing a loyalty and customer data
system, we can engage the customer by
offering rewards and support to inspire and
inform.
Lifestyle for pets will be known as the platform
for knowledge and inspiration for all pet lovers
in the Netherlands and beyond: the place to find
everything for the pet lover and their pet.
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Call center
Call center
Winkelvloer
Shop floor
Omnichannel
The customer comes first!
Experience center
Website
Lifestyle for pets follows an omnichannel strategy: continuity of
experience is integral and the customer always comes first.
The omnichannel approach ensures that, regardless of the
channel, customers enjoy the finest experience. This means
that appearance, content and perception are optimised across
devices.
Social media
Webshop
An omnichannel is much more than either a physical store or
online shop. It’s about offering the customer what he needs
when he needs it, with maximum convenience and service.
One day the customer prefers shopping online, because at
that moment it’s the faster and more efficient way to shop.
But the next day the customer’s journey might start with
seeking information online before resulting in a visit to the store
because he wants personal advice about this purchase.
Events
Smartphone
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Customer journey
Online
Lifestyle for pets offers the consumer the
possibility to pick up an online order in store
that is a service point for Lifestyle for pets. If an
in-store customer is looking for an article that
is only available online, you can also offer the
same service point option.
The platform is packed full of information about
pets. It has an interactive TV channel showing
inspiring and informative videos, and there is
a webshop to purchase products – via you
– which means you can instantly offer all the
latest promotions right there in the store. A
perfect complement to the knowledge and
expertise of your staff! In this way you can
offer as many options as possible keeping the
customer’s journey central.
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Awareness
Consumer recently bought
a puppy and is looking for
information about caring for
her puppy.
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Research
Consumer googled on
“nursing puppies”
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Video blog
Consumer finds a link via
google to a video blog on
lifestyle for pets and views it.
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Webshop
In the video there is
a “buy” button for a
product, she clicks
on it and enters the
web shop.
Offline
Extra purchase
The consumer decides to buy
a number of other products as
a result of the advice and pays
them at the cash register.
Aftersales
The consumer is going to pick up
the package at the store and gets
further advice on products for her
puppy as presented on the shop
display with the theme “young
animals”.
Purchase
The consumer buys the
product in the video product
and chooses “pick up at
lifestyle for pets a service
point” at the checkout.
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Awareness
Consumer recently bought a
puppy and goes to a lifestyle
for pets service point to buy
some care products and to
ask advice for her puppy about
proper nutrition.
Experience
The consumer sees a fun movie
about Puppy nutrition via the
Lifestyle for pets tv-screen with
the theme “young animals”.
Advice
Consumer gets information
from shop assistant about the
products in the themed shop
display. The shop assistant
explains that there is also an
app and provides a leaflet
about Lifestyle for pets.
Purchase
The consumer buys a
number of products for
the puppy at the cash
register.
Aftersales
Once home, the
consumer downloads the
app, creates an account,
specifies areas of interest
and looks at a number of
movies.
Push message
Consumer receives a push
message of Lifestyle for pets
a few days later.
Video
She sees that a new item
is posted about puppies
and views the new video
blog about crate training.
Ask the expert
After watching the video,
she has a question for a
behavioural therapist and
she asks her question
online at lifestyle for pets.
Review
She gets an answer the
same day and places a
positive review on social
media about the good
advice.
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Lifestyle themes
The information on Lifestyle for pets can be divided into three themes: Care, Active & Fun, and Living.
Within each theme the relationship between man and animal is central. Each theme includes additional
advice, inspiring video clips, products and services. These themes are reflected in the offline packages
available at the pet store.
Care
Care
Prevention, safety and age
Living&fun
Living
Pleasure with your pet, inside and outside
Active & Fun
Sport, play and education
• First Aid: information, instruction and
material
• Care in the broadest sense of the word:
from grooming to safety collars
• Attention is paid to the specific needs of
young, mature and senior animals
• Animal friendly design for the home and
garden
• Do-It-Yourself: build your own dog
house or make your own cat toys
• Focus on the seasons: from a spring
time walk to a Christmas gift
• Playing sport together with your pet
• Creative teaching programs
• Make your animal happy playing fun
games with food
Theme pagina
www.lifestyleforpets.nl
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Rich content, products
and services
Lifestyle for pets offers possibilities, opportunities and
experiences. The platform provides today’s consumers
with daily inspiration, entertainment, knowledge and
products, and ensures traffic flows to pet stores. Relevant
content is key: content in the form of inspirational
blogs; informational videos and special products
that appeal directly to our target audience; unique
and personal content that distinguishes us from other
websites and platforms.
You, and many other partners, contribute to this relevant
content. This gives consumers enough reason to make
regular use of the platform and its service points. By
joining forces, all participants across the platform increase
their knowledge of the market and enhance their market
share.
“Lifestyle for
pets offers
possibilities,
opportunities and
experiences”
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Online
webshop and apps; all optimised for mobile
devices such as smartphones and tablets. To
offer your customers (as well as yourself and
your employees) the ideal experience, Lifestyle
for pets ensures that your customers come
into contact with your products and services
through the most used channels.
blogs, an e-learning section and the webshop.
The videos on the TV channel are interactive:
with the purchase button, we offer the customer
the opportunity to directly purchase the products
they see in the videos. All these components
connect seamlessly to offer consumers a complete
experience.
The Lifestyle for pets’ app
Lifestyle for pets also has its own app available for
smartphones, tablets, desktops, and smart TVs.
The free app can be downloaded from the App
Store or Google Play Store. .
Consumers constantly seek information online
and, in more than half the cases, they do this
using tablets and smartphones. The Lifestyle for
pets’ platform offers you and your customers
a variety of online options in the areas of
education, interaction, entertainment and, of
course, shopping: a website; online TV channel;
Website
Through the dynamic homepage of Lifestyle for
pets, the consumer has access to all the online
functionality of the platform. Every day we post
interesting new items in the form of blogs,
product reviews, background articles, and other
news. This is done through word, but mostly
image and video.
This page can be linked to the interactive TV
channel with inspirational videos, informative
Webshop
The premise of the platform is about giving good
advice, providing inspiration and linking this advice
and inspiration to tangible products, which are for
sale in the webshop. This webshop has a theme
each month, which is the same as the theme on
the website. On the special theme pages, you
will find products fitting this theme, supported by
interesting blogs and videos. Through blogs and
videos the theme and product pages are again
linked to the website and interactive TV channels.
After installing the app, the user has the option to
register for an even more personal experience:
the user receives push notifications of new
content that matches their specified interests and
notification preferences. The app also allows users
to watch videos on demand and send in their own
videos.
The Lifestyle for pets’
website and webshop
are responsive across all
mobile devices.
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“Bring
Lifestyle for
pets to life in
your store!”
Beleef het via Lifestyle for pets!
Shop
In de webshop van Lifestyle for pets
vind je kwaliteitsproducten voor alle
huisdieren. Bekijk de laatste trends en
shop lekker voor jouw dier. Wanneer
het jou uitkomt!
Beleef het via Lifestyle for pets!
Shop
In de webshop van Lifestyle for pets
vind je kwaliteitsproducten voor alle
huisdieren. Bekijk de laatste trends en
shop lekker voor jouw dier. Wanneer
het jou uitkomt!
Weet en vraag
Thema van de maand
Kijk en doe mee
Laat je inspireren door de kennis
Lifestyle for pets staat iedere
Kijk je ogen uit via onze unieke
over huisdieren die we delen
maand in het teken van een
en overal te volgen tv-kanaal.
via onze blogs. Kun je iets niet
thema. Wij spelen zo samen
Download onze app in de App
vinden? Vraag het ons en wij
met specialisten in op actuele
Store of Google Play Store,
zoeken het voor je op!
onderwerpen, zodat jouw
upload je eigen fi lmpje en wie
huisdierkennis up-to-date is.
weet komt jouw dier in beeld!
Weet en vraag
Thema van de maand
Laat je inspireren door de kennis Lifestyle for pets staat iedere
over huisdieren die we delen maand in het teken van een
via onze blogs. Kun je iets niet thema. Wij spelen zo samen
vinden? Vraag het ons en wij met specialisten in op actuele
Vragen? Wij staan voor je klaar! zoeken het voor je op!
onderwerpen, zodat jouw
huisdierkennis up-to-date is.
Lifestyle for pets
Lifestyle for pets TV
+ 31 (0) 318 531 222
Download
advies@lifestyleforpets.tv
Vragen? Wij staan voor de je app klaar!
Lifestyle for pets
in de App Store of
Google Play Store
+ 31 (0) 318 531 222
advies@lifestyleforpets.tv
1010506
Kijk en doe mee
Kijk je ogen uit via onze unieke
en overal te volgen tv-kanaal.
Download onze app in de App
Store of Google Play Store,
upload je eigen fi lmpje en wie
weet komt jouw dier in beeld!
Lifestyle for pets TV
Download
de app
in de App Store of
Google Play Store
Active & Fun
Eropuit met je dier
1010504
Sport en Spel
Active & Fun
Offline
As a specialist pet store owner, you play a
very important role in making Lifestyle for pets
a success.
Lifestyle for pets is not only online, it’s also in your
store. By using a TV screen and special offline
theme communications you can bring the platform
to life to inform and inspire your customers.
The content and themes on the online platform
of Lifestyle for pets run parallel to the content
displayed on your TV screen and the offline
theme package.
This linking of online and offline ensures
recognition among customers and reinforces
the concept of Lifestyle for pets. In this way we
create consistency, trust and loyalty.
TV screen
By having a TV screen visible to anyone entering
the store, you can inform and inspire your
customers. In conjunction with the flyers and tips
we provide, the TV screen with its moving images
conveys a special message to store visitors.
We always provide timely and (in the future)
customised material that fits the theme.
Display racks
The in-store display racks offer customers
inspiration to buy products that fit the current
theme. Every three months there is a new theme
and each month has a sub-theme. Every month
there will be new products to place on the display
rack. We give you suggestions for products to
display that fit well with the relevant theme
and sub-theme. The products we recommend are
the ones that are currently in the spotlight through
the Lifestyle for pets’ webshop, TV station and
blog articles.
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Animal event
Events
Events are an ideal way to provide the targeted
audience with a focused and unique experience. An
event provides the opportunity to interact live with
the customer and offers significant value in terms of
personal attention to build customer loyalty to
the Lifestyle for pets’ platform. Throughout the year
we will be present at relevant events. In addition,
we are developing Lifestyle events for pets where
consumers can meet us and turn to us for inspiration,
entertainment, experience, and specialised
knowledge about pets.
Magazines
Print magazines still provide an experience that
cannot be easily replaced. The relaxation while
reading a magazine is much greater than when
using a digital media reader. With an eReader it is
easy to be distracted by email, app messages, and
the tendency to click away. With our omnichannel
approach, there is place for a Lifestyle for pets’
printed magazine, which will be published twice
a year. In this magazine, we will bring together
background articles, comprehensive product
reviews, interviews and reader stories. A special
bonus for your in-store customers.
Flyers
As well as a beautiful magazine, there will also be
flyers developed with the latest news, tips, products
and activities around the themes. These can be
displayed in-store on the specially provided racks.
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Customer service and
“Ask the specialist”
The Lifestyle for pets’ customer service is the beating heart of the
organisation. The customer service operators know what’s important
to the customer and answer all their questions while remaining open to
feedback.
Access
The Lifestyle for pets’ customer service is open on
weekdays from 8.30 am to 5.00 pm and can be
reached via telephone or email for questions about
orders, services and deliveries to name a few.
Our specialists “Ask the expert” are also available
every weekday from 8.30 am to 5.00 pm to answer
any questions the pet owner has. Currently we
are only reachable by telephone or email, but
we are working to develop a live chat to also be
accessible via this channel. We are also looking at
the possibility of expanding the hours to include
evenings and weekends in the near future.
Specialists
The Lifestyle for pets’ team of specialists includes
veterinarians, behaviourists, other veterinary
professionals and nutritionists. They are
available to answer questions about nutrition,
care, health, education and animal behaviour. All
questions are answered as soon as possible. We
strive to answer questions asked on weekdays
on the same day. Of course it can happen that
a specialist requires more information or needs
to find out more about a specific issue. In these
cases, it may be three to four working days before
the question is answered.
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What does Lifestyle for
pets mean in practice?
The webshop of Lifestyle for pets responds
perfectly to the various touch points: from
inspiration to actual purchase. Through Lifestyle for
pets you can:
• You can offer your customers unique products;
• You can increase your product range without
having to invest in more products;
• It’s easy for your customers to order any
product;
• Products ordered by customers through the
webshop can be delivered to you or the home.
customers’ This is a special Lifestyle for
pets’ service;
• By offering premium service you inspire
customer loyalty.
Don’t have a product in store? No problem! You
can refer your customers directly to the Lifestyle
for pets’ webshop using a tablet or computer in
the store to purchase the product. The customer
can choose next day home delivery or to pick up
from the store. If consumers select you as the
Lifestyle for pets’ service point, you will receive
a commission of 25% on products purchased
through the Lifestyle for pets’ webshop. The
customer never has to leave empty-handed!
As a result of being a Lifestyle for pets’ service
point you will receive monthly payments.
“Ask the specialist” in your
store?
As a Lifestyle for pets’ service point, you can also
use the “Ask the specialist”. You can yourself,
or together with the customer, call our specialist
team. You can also choose to use a tablet with
headset or a place a Skype telephone in your store
so that the customer (together with you if desired)
can contact the Lifestyle for pets’ specialists
directly from your store. Instead of Skype,
VoipBuster is another option.
Education
Thanks to e-learning sessions and webinars
viewed on the TV screen, you and your staff keep
up with all the latest regarding various relevant
topics that will help you better advise your
customers about specialist products, common
health issues, prevention, nutrition and the latest
innovations.
Joining forces
We like to work together with you to decide which
products to stock in your store, which themes are
distinctive to you, and which offer the most value
to your customers. By working together this way,
we can consistently improve the platform.
By joining forces, we are able to continually provide
customers with sound advice, and new and unique
products. This, in turn, encourages more traffic to
your store.
E-learning
www.lifestyleforpets.com/educational
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Management and
content management
Lifestyle for pets can analyse all customer generated data
and traffic in a specially designed system. This allows us to
give you special insight into consumer behaviour.
In this way we can work with you to directly respond to the
needs of the customer. If we find there is a greater need for
knowledge about animal behaviour, we can ensure that this
information is made available to the customer on our platform.
Lifestyle for pets listens 24/7 to its users in order to create
interactive contact with all target audiences. This results in
greater brand awareness, increased expertise and more sales.
What content do they watch, and for
how long? Which products are highly
sought after, and which are ultimately
purchased? What is the target
audience most interested in?
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“respond
to the needs
of today’s
consumer”
The Future
Powered by Prins
Since the beginning of 2016, the team from
Lifestyle for pets can be found in their new
home, in the third building of Prins Petfoods,
located at Accustraat 1, in Veenendaal. In
this new office there is space for much more,
even including a recording studio.
Here at these premises, Prins will also be
offering an experience centre which will be
open to the public. This will include an animal
café and a museum. A place that offers
an enriching experience that stimulates
the senses of both people and pets. Prins
will also be developing various concepts,
such as an animal hotel and an indoor dog
centre, where we can respond to the needs
of today’s consumer who is seeking solutions
that fit his lifestyle.
Lifestyle for pets is an initiative of Prins
Petfoods.
Prins has been operating as a family company for
more than 50 years. This Dutch company has a
sound reputation for providing superior products
for cats and dogs that are made from quality raw
materials, free of animal products and additives.
In addition to tasty and healthy eating, Prins
represents a complete lifestyle. Their attention
to animals of all ages is second to none, as is
their ability to continually come up with new and
interesting ideas. There is a high priority placed
on knowledge and advice. The Prins CareTeam
consists of a team of experts who provide tailored
advice to anyone who has questions about nutrition,
care, health, and the behaviour of their cat or dog.
Prins, with its introduction of an omnichannel
concept, is a pioneer in this field of communication
and is utilising this technology to its fullest. This
makes it possible to interact in a unique and
creative with customers.
Lifestyle for pets is an independent operation. The
role of Prins Petfoods is, and will remain, impartial.
Together with our partners, we will continue to
develop Lifestyle for pets. And we’d like to offer
everyone the chance to be part of this exciting
platform. Will you join us?
We’d love to welcome you to our world!
Meer dan voeding.
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Contact
Lifestyle for pets
Accustraat 1
3903 LX Veenendaal
The Netherlands
info@lifestyleforpets.nl
+31 (0) 318 531 222
www.lifestyleforpets.com
1110024