They (not) just want to play: How Petlando conquers the pet market

The end consumers are animal demanding. Mistresses and masters are the target group, the pet shop the only customer. With innovative products Petlando the market for pet supplies. Without an online shop of their own. CX expert and Petlando marketing director Dr Peter Pirner shows how this works in the current Bonsai sales magazine.

For the stationary specialised trade, creating the shopping experience is a challenge. "In the past, the pet shop was a kind of excursion destination for the whole family - if only because of the many live animals you could look at," says Petlando Head of Sales and co-partner Maximilian Schwahn. "Today you have to actively create experiences." 

"We see our customers, the pet retailers, as partners," says the CEO and founder of the company Fabio Pareschi, "and we don't want to compete with partners with our own online shop." He says it is much more important to take up the requirements for the PoS as well, to work reliably and professionally and to always set new accents in the market. This is exactly what Petlando does very successfully:

DR. PETER PIRNER is a partner and board member for marketing, technology and customer experience (CX) at Petlando. He advises companies on the topic of CX, is a partner of the Institute for Customer Experience Management (i-CEM) and hosts CX Talks, the most successful German podcast on the topic. Peter Pirner was responsible for Kantar's CX business in Germany until 2019.