Maxi Zoo is one of Belgium’s largest pet retailers. Part of the international Fressnapf Group, Maxi Zoo operates 50 shops and a webshop for owners of dogs, cats, rodents, fish, birds and other pets. It also offers a wide range of its own brands in food and non-food categories and offers advice on pet keeping and care.
the challenge
To ensure continued growth, Maxi Zoo wanted to align its brand strategy with the needs and wants of pet owners and further optimise its brand experience to meet them. In addition, the company wants to commit to providing maximum advice to animal owners and organically show them the way to the best-suited products.
the insights
As many as 57% of Belgians own one or more pets. Thus, as consumers, they own an estimated 2,2 million cats and 1,5 million dogs; making the food and non-food sector worth € 3.5 billion on an annual basis. The way customers make their commercial choices differs from segment to segment and has an impact on how they perceive different brands in the market.
the solution
At Maxi Zoo, the starting point is always the focus on animal welfare. Our brand analysis therefore deliberately concentrated on visiting the different types of shops and talking to the specialists who work there, but also on getting to the bottom of the motives of the different target groups on the basis of in-depth research in the market and questioning pet owners themselves during a series of focus studies. This way, we were able to thoroughly substantiate our advice on customer journey and brand positioning with concrete figures and insights.
In line with the international and local vision of the brand, advice was then offered on shop experience, product range and deployment of ways to facilitate further customer loyalty. Specifically for each target segment, concrete concepts were also developed for communication and additional services that would give the brand even more value among animal lovers.
