social grooming

 

BACKGROUND 

Pet grooming is a sizable and growing segment of the overall pet care industry. Almost one-half of dog owners have their dog’s hair cut or trimmed and a growing number are interested in trying it themselves. A notable number of clippers sold are through pet specialty.

PROBLEM

The leading human hair clipper company was a distance second at pet specialty stores and wanted to double its market share against an entrenched competitor.

HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE

Stones Insight used a combination of curated sources and ethnographically-informed field interviews and shopping trips to uncover powerful social forces influencing grooming practices and beliefs. The trigger for purchase was typically an economic one, but the motivation to groom was emotional - a strong desire to bond combined with self-worth as a pet owner. The overall analysis also uncovered a significant hurdle in the shopping journey.  

result

Stones Insight’s client was awarded a branding assignment and a project to collaborate on a new shelf set design.