Customers of JD can now store detailed profiles of their pets online and receive updates of suitable products, services and care instructions through JD’s My Pet Profile Initiative function.
With My Pet Profile, brands can improve their product specifications and target marketing campaigns to specific pet demographics. Nestle Purina’s Pro Plan brand has piloted the initiative recently, and saw its click rate quickly double among customers who received targeted recommendations.
“By providing insights not only on pet owners, but for the first time also on their pets, JD has taken us to the next step,” said Zoe Zuo, marketing director at Nestle Purina. “The My Pet Profile Initiative represents an expanding database of growing importance for us because it helps us improve our products and strategies. We will work on these insights to recommend products to customers with more precision, helping ensure our customers have longer and happier relationships with their beloved pets.”
A report released by JD and Nielsen shows that Chinese pet owners are now more engaged with their animals and more interested in improving their pets’ health and longevity. In 2018 the year-on-year sales increase of imported pet brands was 118 per cent higher than that of domestic brands. Services related to pets are also on the rise, such as grooming and medical care.
Tianyang Fan, head of pet products at JD Fast Moving Consumer Goods, said the initiative provides a better shopping experience for pet owners, while also serving brand partners who are looking to improve their products and marketing solutions based on consumer insights.
JD also hopes to become Chinese pet owners’ one-stop destination for pet-related information and the types of high-quality pet products. Currently applicable only to cats and dogs, the initiative could be expanded to offer tailored information about other pets, such as aquatic creatures.