Leading online retailer in pet products enlists Emnos’s help to segment customers – customer insight provides the basis for product range and price decisions
Munich, 30 May 2012 – Zooplus AG, Europe’s leading online retailer for pet products, has enlisted the help of customer insight specialist Emnos to gain deeper insights into its customers’ purchasing behaviour and better tailor its products and services to customer needs. Zooplus operates online shops for pet products in 20 countries throughout Europe and is the market leader in this fast-growing segment in all key countries. Emnos will initially analyse what millions of transactions and interactions reveal about Zooplus’ customers, with the focus on dog and cat owners. This will give the client valuable insights into the preferences and habits of this target group. “We will then use these findings to, among other things, optimise our product range”, says Gareth Locke, Head of Marketing at Zooplus. “The results of the customer segmentation will serve as a valuable decision-making tool for our own brand development and the listing or delisting of products”. Emnos will also examine the price sensitivity of Zooplus customers to determine which product purchase decisions are influenced primarily by price. This information will enable Zooplus to develop competitive and attractive long-term pricing strategies. “Customer insights are an effective tool to help increase income and reduce costs”, explains Nils Michaelis, Managing Director of Emnos. “There are numerous areas of application, especially in online retailing. For example, a better understanding of purchase decisions and motivations can also help tailor direct marketing activities precisely to customer needs and achieve 1:1 customer marketing”. About Zooplus AG: Zooplus was founded in 1999 and is now Europe’s leading online retailer for pet products in terms of revenue and total sales. The latter amounted to around EUR 257 million in financial year 2011 and has thus increased more than seven-fold in the last five years. The business model has already been rolled out successfully in 20 European countries. Zooplus sells products for all common types of pets. Its product range includes pet foods and pet accessories such as cat trees, dog baskets and toys in all price categories. In addition to a selection of over 8,000 products, Zooplus customers benefit from a range of interactive content and community features. The pet supplies market is a key market segment in the European retail landscape. In 2011, pet food and pet accessories accounted for sales of more than EUR 19 billion in the European Union. The continued “humaniza-tion” of pets in western industrialized countries is increasingly changing the purchasing behaviour of pet owners and fuelling the trend towards healthcare, wellness and other premium products. In addition, continued strong growth is expected in the eCommerce segment in Europe. Zooplus therefore anticipates further dynamic development in the future. Website: www.zooplus.de
About Us:
Emnos helps retailers and consumer businesses across the world to grow faster and more profitably by making better commercial decisions. To do this, Emnos decodes what millions of transactions and interactions reveal about their customers, and then deploys this knowledge to inform every negotiation and decision throughout the organisation. Customer insight thus becomes an effective tool for increasing revenues and reducing cost.
Emnos offers a unique combination of specialist consultancy, products and support services that enable its clients to effectively use, and benefit from, customer insight. With this, clients are able to optimise communica-tions, pricing, promotions, ranging and store layout and make marketing communication relevant and integrated across multiple channels.
Emnos is part of Loyalty Partner, a subsidiary of American Express and operates offices in Munich, Chicago, London, Paris, Madrid and Warsaw. Its clients include 3 of the world’s Top 10 retailers, as well as other international retailers and consumer businesses, e.g. Carrefour, Target, Metro Group, Waitrose, Morrisons, Nestlé, Procter & Gamble, Unilever and Coca-Cola.
