November 1, 2024
(press release)
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As we approach the end of 2024, it’s the perfect time to take a moment to reflect on how your business has performed this year. The pet industry is constantly changing — new brands, shifting trends and constantly evolving customer preferences are all in play. As Ferris Bueller said, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” If you rush into 2025 without taking the time to assess your wins and areas for improvement, you risk missing out on valuable growth opportunities. I’ll admit, I don’t enjoy doing this myself. It’s time-consuming and often forces me to face my own shortcomings, unmet goals, and quite frankly, big fat mistakes. However, any time we want the next year to be better, we have to acknowledge the reality of the current one to avoid repeating mistakes and focus on what adds value. Here’s how I approach this process of year-end reflection and goal setting. STEP 1: Take a Hard Look at 2024 Before you start planning for 2025, take a comprehensive look at what happened this year. This isn’t just about numbers; it’s about understanding where your business stands in the bigger picture of the future of the industry, your customers, and your business goals. Dive Into Sales Data Look at Other Numbers Too Evaluate Your Marketing Efforts Streamline Operations Where You Can Seek Specific Feedback from Your Customers—and Really Listen STEP 2: Stay Ahead of 2025 Trends To keep your business growing, you’ve got to stay ahead of what’s coming next. Don’t believe in keeping up with trends? Neither did Kodak, Yahoo, Blockbuster, Blackberry, and Toys “R” Us. How did that work out for them? Whether a trend is new or ongoing, it’s important to evaluate its impact and assess if it aligns with your business goals. Here are a few key trends for 2025 that could make a significant impact. Sustainability is Here to Stay Wellness Products Continue to Rise The Humanization of Pets Expands How to Stay on Top of Trends: To stay ahead of industry trends, it’s important to regularly attend industry expos, webinars, and trade shows, while also keeping an eye on leading influencers and subscribing to pet industry publications. However, not every trend will be a good fit for your business. Carefully assess whether a trend aligns with your brand, target audience, and long-term goals before committing. If you’re uncertain, consider testing the waters with a limited product line or small-scale event to gauge customer interest. Ultimately, listening to customer feedback is one of the most reliable ways to determine whether a trend is worth pursuing. STEP 3: Set Goals and Keep Moving Forward With all this information in mind, you’re ready to plan for 2025. Set goals that push your business forward but remain realistic—you want to stretch without breaking your back or the bank. Below are some areas where you might consider setting some goals. That said, it’s important to create goals that aren’t broad, vague, or unachievable. Try using the SMART model for goal setting. Set goals that are Specific, Measurable, Attainable, Realistic, and Time-Based. Don’t just say you want to cut overhead. A “goal” like that ensures you’ll be saying the same thing for 2026. Say, “I want to cut overhead by 15% by July 15 by doing XYZ. Get Specific About Growth Enhance the Customer Experience Double Down on Digital Marketing Invest in Your Team Build Strategic Partnerships Stay Flexible and Keep Innovating Amy Castro is a business and leadership expert who speaks, trains and consults with pet businesses that want to build best-in-show teams that deliver a Five-Star Customer Experience. She’s also the host of the Starlight Pet Talk podcast, where she interviews pet industry experts and others to give advice and information for pet parents to help their pets live long, happy lives.
Okay, I know I just said it isn’t all about numbers, but starting by digging deep into your sales figures is a must. Look for patterns: When were your peak periods? Did some products or services that sold faster than a Taylor Swift concert ticket while others barely moved? Did you see a surge in demand for eco-friendly products or notice a dip in premium dry pet foods? Understanding these trends can help you make smarter inventory choices next year, ensuring you’re stocking what your customers actually want to buy and providing services they want and need.
Look beyond revenue. Consider profitability, cash flow, and your overall financial health. Are some revenue streams or spending efforts not giving you the Return on Investment (ROI) they should be? If so, it might be time to rethink where you’re investing your resources. For example, I recently worked with a client who discovered that a high-sales item had been sold at cost for two years. Another client was spending thousands of dollars on community events that weren’t bringing in new customers. Make sure every dollar spent aligns with a specific business goal, whether it’s profit-driven or for community goodwill.
Which marketing channels truly delivered this year? Did Instagram reels bring in new customers, or did your email newsletter keep clients coming back? Analyze which strategies worked and which fell flat. You might be surprised by what the numbers reveal. If you’re outsourcing marketing, make sure you can clearly demonstrate the ROI mentioned above. If you grew from 200 to 2,000 Instagram followers and saw a 25 percent engagement increase, and that engagement led to sales, that’s a success story. But if your numbers are stagnant, it’s time to rethink your strategy and spending here.
Take a close look at how things are running behind the scenes. Is your inventory management efficient, or are you overstocked with items that don’t sell? How is your staff coping—are they stretched too thin, or could productivity be improved? Ask yourself, “Can this process be done cheaper, faster, or smarter without sacrificing quality?” Find the inefficiencies and start tackling them one by one. This also includes assessing your staffing. Some businesses find they run more smoothly without replacing employees who leave, while others might need to hire additional help to maintain or grow their operations. To do this, you also have to take a hard look at each individual team member. A great question to ask is, “If this person quit tomorrow, how would that leave us and how would I feel? If the answer is “fine” or “relieved,” should you keep putting a paycheck in their pocket every week?
Don’t just rely on unsolicited feedback you received throughout the year. Be proactive in gathering feedback through specific surveys, reading and evaluating online reviews, and direct conversations with customers. And don’t just focus on the negatives — highlight what’s working well, too. Did customers rave about your new treat selection or special Saturday events? Were there consistent complaints about your checkout process or service times? Understanding both positive and negative feedback will give you a clearer picture of your customer experience and what keeps them coming back . . . or not. Even if you can’t act on every suggestion, knowing what your customers think and feel will help you manage expectations moving forward.
Eco-consciousness is no longer just a trend; it’s a consumer expectation. Pet parents want products that are good for both pets and the environment. From eco-friendly toys to biodegradable waste bags and organic pet food, most customers are actively seeking sustainable options. But don’t jump in blindly—consider what aligns with your audience and your brand. Sometimes, offering fewer, but more intentional sustainable products is the best option.
Pet wellness is an evergreen trend, but it’s evolving. In 2025, expect even greater demand for comprehensive health solutions, including pet supplements, dental care, and mental enrichment tools. Think beyond basic wellness products—look into options for experiential opportunities such as partnering with local vets or hosting wellness workshops to position your business as a true authority in pet health.
The humanization trend is growing stronger by the day. Pets are no longer just members of the family; for many, they are the family. This means an increased demand for high-end, human-grade pet products like organic treats, luxury pet beds, and custom accessories. Consider expanding your offerings to reflect this trend, or even collaborate with local artisans for unique, premium products.
Outline where you want to see growth. Do you want to increase online sales by 20%? Expand your customer base to include more Gen Z Dog Moms? Be specific about what you want and how you’ll get there. For example, to boost online sales, you might need a new website or a more targeted social media campaign.
Focus on improving every step of the customer journey, from finding you online to completing a purchase. Identify any pain points or roadblocks your customers are experiencing and fix them. Too many times we excuse away those pain points and miss opportunities. Saying, “That’s only 3 extra clicks,” for an online order is a red flag. Can you get it down to 1 or no extra clicks? Make every virtual or in-person interaction seamless and enjoyable and ensure they reflect your brand values. If you do this, your other goals will naturally align.
Re-energize your digital marketing efforts. Develop a content calendar that engages your audience and drives traffic to your business. Automate as much as possible and target specific customer segments. Too many times business owners think that digital marketing takes too much time, but it really can be streamlined through automation- you just need to investigate your options based on your tech and budget. Also, be sure to regularly monitor performance and make adjustments, as needed—your goal should be to stand out in a crowded market.
Your employees are the face, heart, and backbone of your business. Make sure they’re well-trained, motivated, and happy. When it comes to motivation and happiness though, just a note, you can’t make them motivated and happy. Every individual creates those factors themselves. However, what you can do is find out what makes them motivated and happy and create an environment where those feelings flourish. Additionally, help them grow by offering regular training in customer service survival skills, effective sales technique, and product knowledge. A knowledgeable, friendly team makes your store the go-to place for pet parents. And don’t forget to recognize and reward them for their contributions. Great work that gets noticed gets repeated.
I mentioned before investigating options for Look for strategic partners within your community, like local vets. However, look beyond to other businesses that align with your goals or target the same audience you do. Consider joint events or special promotions to reach new customers. Partnerships can extend your reach and increase brand credibility.
Always be on the lookout for new opportunities, whether it’s a fresh product line, an innovative marketing tactic, or a unique way to engage your community. Experiment, but also pay attention to what works and what doesn’t, then adapt and adjust as needed. If you do, you’re headed for a great 2025.
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