Pet Care’s Digital Advancement: How WagWay is Leading
Pet Care’s Digital Advancement:
How WagWay is Leading the Charge
By: Scott Buttz, CEO
As a lifelong pet owner and the CEO of WagWay Group, I’m deeply invested in the well-being of our four-legged family members. Recently, I found myself reflecting on how the increasing pace of digital transformation has influenced virtually every aspect of pet parenthood-from the way we shop for our pets to how we manage their health.
I spend a lot of time listening to consumers, learning about pet industry trends, and connecting with pet parents to understand their expectations. Our team and I use this feedback to ensure we are better positioned and educated to meet the needs of today’s pet parents, particularly the next gen Millennials and Gen Z customers. Born into a world of smartphones and instant access, they are driving a significant shift in customer experience expectations. They demand convenience, transparency, and personalized interactions-increasingly delivered through digital channels.
That’s why at WagWay, we’re committed to leading the charge in this digital transformation.
Who we serve in the pet industry is quickly shifting. Very soon, if we haven’t reached this tipping point already, most pet parents will be members of those two fully digital-native generations. A third of all pet owners are currently Millennials (age 28-43) and still comprise the largest group.
But Gen Zers (age 19-27) are closing in and becoming pet owners at a faster rate than any other generation, according to the American Pet Products Association.
As more people in these two digital-first generations become pet parents, their demand for tech-enabled convenience, transparency, and access to reliable information will push the pet industry toward digital advancement. Generation Z shoppers, in particular, are incredibly channel-savvy consumers. APPA researchers predict that pet industry brands capitalizing on new trends coinciding with the emergence of Gen Z pet owners through targeted marketing efforts will outperform in the market.
“[Gen Zers] are really adept at going between their phone, their apps, the website, the store and back, again and again to figure out, ‘What do I want? What do I need? When am I going to get it,’ and being really intentional about that shopping,” says Tamara Charm, a partner at McKinsey & Company.
Even more than their Millennial counterparts, Generation Z consumers want to interact with companies that offer personalized experiences, active social media channels for customer support, and quality goods and services. Research conducted by Charm at McKinsey, for example, shows that Gen Z is the only generation to rank quality as more important than price.
But pet care service providers are behind other consumer services when it comes to digital transformation. For instance, while 86% of businesses in other sectors have digital strategies, only 62% of pet care companies have implemented digital tools and platforms, a 2023 NielsenIQ report found. This lag in digital maturity is significant given the preferences of modern consumers.
It’s time to catch up. At WagWay, we’re proud to be leading the charge through our development of a comprehensive, proprietary digital roadmap custom designed for digital-savvy pet parents. With omnichannel formats, tools and touchpoints, we believe we will revolutionize pet care and elevate the pet parent experience to engage with pet parents wherever, whenever and however they choose.
Pet Care in the Palm of Your Hand
At the heart of our experience will be our comprehensive mobile app which will serve as a centralized hub across PUPS Pet Club, one of our leading club-format brands which operates in New York and Chicago, as well as other partner brands across the country. We’re excited to introduce this new solution to our member base in the coming months and because of our pet parents’ involvement in its design and creation, we know its many capabilities and conveniences will be a huge hit.
Whether monitoring pets through real-time video feeds, communicating with our staff, receiving updates on health and wellness activities at the clubs, booking and managing appointments, learning training techniques, or staying connected with the best preventative health and lifestyle care, our pet parents will have the tools, education, convenience and transparency they need to help their pets live their happiest and healthiest lives.
A key goal of our app will be to foster a vibrant digital community where pet parents can engage and learn. They can connect with other pet parents through forums and social media features, share stories, and participate in local events and discussions. Through pet social media profiles, community forums, and news feeds, we’re creating a space for sharing stories, seeking advice, and staying informed about the latest in pet care.
It has many other benefits as well. Gamification elements, such as earning rewards points through community participation and purchases, will further incentivize involvement in our digital ecosystem. Additionally, we’ll leverage push notifications and SMS messaging to share timely offers, reminders, and updates directly with our mobile audience.
Coming in the next few months, the app will truly provide our pet parents with convenience, connection and transparency.
Elevating the Digital Experience in the Pet Care Industry
The pet care industry has been slow to embrace digital transformation, but the tide is turning. The industry is picking up its digital momentum, driven by the demands of Millennials and Gen Zs. As the future of pet care continues to evolve, new technologies and solutions will play an increasingly pivotal role in meeting the demands of modern pet owners.
At WagWay, we’re leading the charge with a comprehensive digital roadmap designed to meet these demands and revolutionize pet care. By investing in innovative technologies, we’re set to redefine the pet care experience. We’re creating a digital ecosystem that empowers pet parents with tailored well-being resources, a vibrant community, trusted expertise, and unprecedented convenience. We’re committed to providing convenient, transparent, and personalized experiences.
Join us on this journey as we help deliver a digital experience that will delight modern pet parents.