Discovering Fresh

As Chewy first explored the Fresh product line, the Merchandising team needed to understand if it would appeal to Chewy customers. The team was not sure whether our customers would want to buy a product like this, how do customers use it, would we be able to ship it to them in a way that aligns with their expectations and needs, for example.

My Team’s Involvement

My team was brought in to help answer these questions and fill knowledge gaps. Chewy was looking to bring on FreshPet to the product offering and wanted to ensure we understand our customers. To do so, we first wanted to get immersed in the space. We ordered FreshPet competitors and unboxed the food, taking note of the packaging, content, and the overall brad experience. We performed interviews and a group session where we discussed feeding practices, and received feedback from pet parents on the opportunity for Fresh foods.

Packaging Matters

As we explored various Fresh products, we learned that the brands took a lot of care to deliver a product that delighted customers through the details of the primary and secondary packaging and supporting materials.

Quality of Product

Great care was taken to ensure freshness with delivery through ice packs, insulation and some with sealed storage containers.

As we spoke to customers, it became clear that there needed to be education for those not familiar with the product on the benefits, the value, and how to store and use. Like in many of our other studies, quality of ingredients is important to these customers.

These pet parents also used Fresh products in a number of ways: some exclusively, but most blended with others, or on a special occasion. Packaging and being eco-friendly was a concern for pet parents, especially all the pocking needed to keep the product fresh.