The Consumer Adoption Journey for Pets
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Chapter Ten
Nonhuman Animals as Special Possessions
•
Over half of people internationally have at least one pet
•
Argentina, Mexico and Brazil have highest percentage of pet-owners
•
Asians are least likely to own a pet
most popular pet in Argentina, Mexico and Brazil
most popular in Russia, France and the USA
most popular in China Most popular in Turkey
Source: GfK survey among 27,000+ Internet users (ages 15+) in 22 countries – multiple answers possible – rounded
Global Pet Ownership
Where do pet owners acquire their
pets?
This slide should be tailored for the geographic area in which the
instructor is teaching.
Why should we try to increase animal adoptions?
This slide should be tailored for the geographic area where instructor is
teaching.
Remember the consumer purchase journey?
Emphasizes
•
Researching/understanding consumer experience- thoughts, feelings,
actions, goals- at each step and during each interaction with rescue
organization and its animal adoption candidates
The Consumer’s Animal Adoption Journey
•
Open to possibility
•
Key: Understand consumers’ barriers to adoption.
•
Triggers of decision to adopt
•
Key: understand consumer’s goal in adopting.
•
Evaluating/shopping
•
Key: help consumer clarify adoption goal, hopes, fears.
•
Experiencing
•
Key: offer post-adoption education, support.
Examples of adoption agency best practices
at each stage of the consumer’s journey
•
Open to possibility
•
Outreach, adoption days at local retailers
•
Oregon Humane Society Off-Site Adoptions
at Pet Smart
•
Triggering decision to adopt
•
Programmatic advertising based on potential adopters’ digital behavior
•
Digital Pawprint
Examples of best practices at each stage of
consumer’s journey- continued
•
Evaluating/shopping
•
Agency as matchmaker
•
Pixie Project:
“The Pixie Project focuses on finding life-long matches
between pet and adopter and for that reason our adoption process is a bit
more in depth than some other shelters. We appreciate the opportunity to
sit down and talk with any person or family looking to adopt a new pet so we
can best help them find an animal that suits their home and lifestyle.”
•
Managing “inventory”
•
Second Chance animal rescue program
•
Foster homes for animals- in-depth knowledge of animal, better
environment for potential adoptees
•
Animal Rescue and Care Fund
•
Experiencing life with new pet
•
Offer free behavioral consults, classes
•
Pet Training at OHS
Individual or small-group exercise
Go to the websites of three animal rescue organizations in your area
and peruse the sections showing the animals available for adoption.
Which of the three sites is the most consumer-friendly, based on what
you’ve learned about the consumer’s journey to pet ownership?
Explain your choice, and then suggest specific ways the other two sites
could improve their animal descriptions and other information.
Exploring the behaviors and motivations behind pet adoption, this presentation delves into global pet ownership trends, acquisition methods, and the importance of increasing animal adoptions. It emphasizes the consumer purchase journey, barriers to adoption, triggers for decision-making, and best practices for adoption agencies at each stage of the process.
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Presentation Transcript
Essentials of Consumer Behavior, 2 Essentials of Consumer Behavior, 2nd ndEd. Ed. Debra Stephens Debra Stephens Chapter Ten Nonhuman Animals as Special Possessions
Global Pet Ownership Over half of people internationally have at least one pet Argentina, Mexico and Brazil have highest percentage of pet-owners Asians are least likely to own a pet most popular pet in Argentina, Mexico and Brazil most popular in Russia, France and the USA most popular in China Most popular in Turkey Source: GfK survey among 27,000+ Internet users (ages 15+) in 22 countries multiple answers possible rounded
Where do pet owners acquire their pets? This slide should be tailored for the geographic area in which the instructor is teaching.
Why should we try to increase animal adoptions? This slide should be tailored for the geographic area where instructor is teaching.
Remember the consumer purchase journey? Emphasizes Researching/understanding consumer experience- thoughts, feelings, actions, goals- at each step and during each interaction with rescue organization and its animal adoption candidates
The Consumers Animal Adoption Journey Open to possibility Key: Understand consumers barriers to adoption. Triggers of decision to adopt Key: understand consumer s goal in adopting. Evaluating/shopping Key: help consumer clarify adoption goal, hopes, fears. Experiencing Key: offer post-adoption education, support.
Examples of adoption agency best practices at each stage of the consumer s journey Open to possibility Outreach, adoption days at local retailers Oregon Humane Society Off-Site Adoptions at Pet Smart Triggering decision to adopt Programmatic advertising based on potential adopters digital behavior Digital Pawprint
Examples of best practices at each stage of consumer s journey- continued Evaluating/shopping Agency as matchmaker Pixie Project: The Pixie Project focuses on finding life-long matches between pet and adopter and for that reason our adoption process is a bit more in depth than some other shelters. We appreciate the opportunity to sit down and talk with any person or family looking to adopt a new pet so we can best help them find an animal that suits their home and lifestyle. Managing inventory Second Chance animal rescue program Foster homes for animals- in-depth knowledge of animal, better environment for potential adoptees Animal Rescue and Care Fund Experiencing life with new pet Offer free behavioral consults, classes Pet Training at OHS
Individual or small-group exercise Go to the websites of three animal rescue organizations in your area and peruse the sections showing the animals available for adoption. Which of the three sites is the most consumer-friendly, based on what you ve learned about the consumer s journey to pet ownership? Explain your choice, and then suggest specific ways the other two sites could improve their animal descriptions and other information.
