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
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