Online pet care retailer Pet360 used to define its audience as pet owners. It seemed simple enough. It also meant they were no different to any of the thousands of other online pet care retailers.
Which is why chief marketing officer Rose Hamilton redefined the target audience as pet parents, with all the challenges and needs of human parents. This profoundly simple target redefinition means Hamilton now focuses on solving unmet pet parent needs.
Which has a lot more potential for loyalty and growth than the mere obligation of being a pet owner.
Not to mention better prospects for higher margin products and services, and better profits.