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How Chewy Creates Lifelong Customers for $30: Compassionate Marketing + Network Effect
Manage episode 478679013 series 2534823
Chewy's $30 Marketing Tactic: Building Lifelong Customer Loyalty.
Chewy is internet-famous for their compassionate approach during the death of a pet. They offer full refunds on pet food and send flowers and a condolence card when a pet passes away (est. $30 investment once per customer). Tangible, heartfelt actions that are timely and on-brand can make a significant impact on retention and brand perception. Brand is your business's greatest asset. Almost any business can implement similar tactics to build goodwill, brand, and LTV.
Think about the network effect of the free bag of dog or cat food. Similar CPG example: Two free full-size Quest bars.
Chapters:
(0:00) Chewy Creates Lifelong Customers with a $30 Investment
(0:21) Chewy's Business Growth and Market Position $CHWY
(2:08) The Emotional Impact of Losing a Pet (Grief Like a Family Member)
(2:59) Chewy's Heartfelt Response to Pet Loss
(3:28) Quest Protein Bars Network Effect: Give Two Free Full-Size Bars
(3:53) The Power of Thoughtful Marketing
(5:11) Stage 5 Tribe like Zappos ("Tribal Leadership")
Links mentioned:
Dr. Katie Lawlor survey on grieving pet loss: Couples' Perception of Stressfulness of Death of the Family Pet
"Stage 5 Tribe" (Zappos) from book "Tribal Leadership" by Dave Logan
My podcast tools:
- Record on Riverside: emilybinder.com/riverside
- Record / edit with AI (Descript): emilybinder.com/descript
- Shop my gear: beetlemoment.com/gear
Hire me:
Speaking: emilybinder.com/speaking
Advisory Calls: emilybinder.com/call
Bring me into your next Zoom: thinkersone.com/emilybinder
Connect:
This podcast | My website | Beetle Moment Marketing | LinkedIn | X | Instagram | TikTok | YouTube | Email updates
Hosted on Acast. See acast.com/privacy for more information.
742 episodes
Manage episode 478679013 series 2534823
Chewy's $30 Marketing Tactic: Building Lifelong Customer Loyalty.
Chewy is internet-famous for their compassionate approach during the death of a pet. They offer full refunds on pet food and send flowers and a condolence card when a pet passes away (est. $30 investment once per customer). Tangible, heartfelt actions that are timely and on-brand can make a significant impact on retention and brand perception. Brand is your business's greatest asset. Almost any business can implement similar tactics to build goodwill, brand, and LTV.
Think about the network effect of the free bag of dog or cat food. Similar CPG example: Two free full-size Quest bars.
Chapters:
(0:00) Chewy Creates Lifelong Customers with a $30 Investment
(0:21) Chewy's Business Growth and Market Position $CHWY
(2:08) The Emotional Impact of Losing a Pet (Grief Like a Family Member)
(2:59) Chewy's Heartfelt Response to Pet Loss
(3:28) Quest Protein Bars Network Effect: Give Two Free Full-Size Bars
(3:53) The Power of Thoughtful Marketing
(5:11) Stage 5 Tribe like Zappos ("Tribal Leadership")
Links mentioned:
Dr. Katie Lawlor survey on grieving pet loss: Couples' Perception of Stressfulness of Death of the Family Pet
"Stage 5 Tribe" (Zappos) from book "Tribal Leadership" by Dave Logan
My podcast tools:
- Record on Riverside: emilybinder.com/riverside
- Record / edit with AI (Descript): emilybinder.com/descript
- Shop my gear: beetlemoment.com/gear
Hire me:
Speaking: emilybinder.com/speaking
Advisory Calls: emilybinder.com/call
Bring me into your next Zoom: thinkersone.com/emilybinder
Connect:
This podcast | My website | Beetle Moment Marketing | LinkedIn | X | Instagram | TikTok | YouTube | Email updates
Hosted on Acast. See acast.com/privacy for more information.
742 episodes
All episodes
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