The booming pet economy is attracting increasing numbers of retail giants to enter the fray. Walmart recently announced a strategic partnership with The Dodo, a globally leading pet content creation platform, marking the retailer's accelerated push into the pet market to consolidate its market share and attract younger generations of pet owners.
Targeting Millennials and Gen Z: Walmart's New Pet Market Strategy
"If you don't have pet photos on your social media, you might already be out of touch."
This slightly exaggerated statement reflects a genuine social phenomenon. As millennials and Generation Z become the dominant consumer groups, their affection and investment in pets have directly fueled the rapid growth of the pet economy. Walmart has keenly identified this trend, and its partnership with The Dodo—which boasts a massive social media following—represents a strategic move to precisely target younger consumers.
Melody Richard, Vice President of Walmart U.S. Pet Merchandising, described the collaboration as unique, noting that both teams were deeply involved in product selection to ensure quality and distinctiveness. YuJung Kim, Group Publisher at The Dodo, emphasized that 97% of The Dodo's audience owns pets, with 95% considering pets as family members—providing Walmart with powerful support to reach its target customer base.
Omnichannel Approach: Creating a One-Stop Pet Shopping Experience
The partnership extends beyond online sales. Walmart will stock The Dodo's curated selection of dog clothing, toys, and accessories both online and in physical stores, aiming to provide pet owners with a more convenient one-stop shopping experience. Through this omnichannel strategy, Walmart hopes to accommodate diverse consumer shopping habits and expand its market coverage.
Beyond product sales, Walmart will also offer The Dodo's pet insurance program, Fetch by The Dodo. This move not only enriches Walmart's pet service offerings but also provides more comprehensive protection for pet owners, enhancing customer loyalty.
Subscription Service: Walmart Pet Lovers' Box with The Dodo
To further enhance user experience, Walmart launched a subscription service called "Walmart Pet Lovers' Box with The Dodo." Available in both one-time and monthly recurring options, the service delivers seasonal themed surprise products each month, including pet toys and treats. This personalized subscription model caters to pet owners' desire for novelty while helping Walmart build stronger customer relationships.
Richard stressed that Walmart and The Dodo are working to deliver "the best value in the market," combining curated products with personalized services to offer pet owners a superior shopping experience.
Massive Market Potential: Walmart's Future Outlook
The U.S. pet market has experienced explosive growth in recent years. Data shows Americans spent $124 billion on pet products in 2021, with Walmart capturing a significant share. Post-pandemic, pet-owning households spend an average of $1,126 annually on their pets, primarily on food, veterinary care, supplies, and over-the-counter medications.
Facing this enormous market potential, Walmart's partnership with The Dodo represents a crucial move to capture market share. While current collaboration focuses on dog products, Richard indicated future expansion might include cat products, expressing confidence in the partnership's future.
Intensifying Competition: New Marketing Strategies in Pet Retail
Notably, pet retailers like Petco, PetSmart, and Chewy have also begun focusing their marketing on "pet parents." In an increasingly competitive market, precisely targeting customer segments and offering differentiated products and services has become a critical challenge. Walmart's collaboration with The Dodo represents an effective attempt to enhance brand influence amid this competition.
Ultimately, Walmart's partnership with The Dodo signifies a strategic effort to deepen its presence in the pet market and attract younger consumers. Through omnichannel integration, subscription services, and pet insurance offerings, Walmart is building a comprehensive pet product shopping experience, positioning itself favorably in the evolving pet market landscape.