Build Loyalty by Focusing on Moments

Chewy, the lovable pet brand started in 2011, continues to lean into their brand ethos in a crowded space with a simple mantra: Treat the pets, care for the owners.

Of course, that’s not the official mission on Chewy. Their mission is simply and focused:

To be the most trusted and convenient destination for pet parents and partners everywhere.

How does one become the most trusted destination for pet parents?

First, the focus on caring must permeate everything you do.

As a pet parent, when my furball is sick, I’m freaking out. Unlike a kid who can tell you what hurts, what it feels like, etc., a pet can’t. Chewy understands this. They also understand that people are busy beings and don’t always have time to make a vet appointment, take off work, and get the pup looked at.

To solve for this, Chewy came up with virtual pet vet visits. Just like humans have virtual care, they created the same but for pets.

Second, caring isn’t just a line on a wall. They mean it.

Much has been written and shared about Chewy’s compassion during the darkest days of pet ownership. They understand the love a pet parent has for their pet. And they embrace the good and the bad of pet ownership.

I remember when my first dog died. I didn’t need to ask for a refund as I remembered to go and cancel his food order. But their digital experience when listing a death date for my dog was meaningful. You don’t delete them from your account, you make them a memorial page.

Third and finally, Chewy has embraced storytelling.

Whether it is their advertising, social content, or even the cards they mail you and your pet, the Chewy brand values lives in everything they do.

Their brand is not built on surveys and Google reviews. They are built on love and joy.

And Chewy understood this 14 years ago: By building a brand around the love people have for their pets, they can take a basic experience and turn it into something memorable.