The pet care industry is experiencing a profound transformation, driven by the evolving expectations of pet owners—especially millennials, who now represent the largest pet-owning demographic. As the industry grows, so does the demand for more personalized, seamless, and value-driven experiences. Brands that harness the power of data to understand and engage their customers are setting new standards for loyalty, innovation, and growth. The launch of Maytag’s Pet Pro System offers a compelling case study in how data-driven strategies can elevate customer engagement and sales, providing valuable lessons for pet care brands, CPGs, and retailers looking to thrive in this high-growth sector.
Millennials have redefined pet ownership, viewing their pets as family members and seeking products and services that reflect this deep emotional bond. According to industry research, millennials account for 35% of U.S. pet owners, surpassing Gen X and Baby Boomers. This generation is digitally savvy, expects transparency, and values brands that act as trusted advisors throughout the pet care journey—from adoption to nutrition, health, and wellness. For brands, this means moving beyond transactional relationships to deliver holistic, connected experiences that anticipate and meet evolving needs.
When Maytag prepared to launch its Pet Pro System—an appliance designed to tackle the persistent challenge of pet hair in the home—the brand recognized the need for a new approach. Rather than relying on traditional marketing, Maytag partnered with Publicis Sapient to implement a comprehensive, insight-driven business model. The goal: to boost product awareness, generate in-market anticipation, and drive sales by deeply understanding customer needs and priorities.
Through a series of collaborative workshops, Maytag developed a robust data strategy encompassing data capture, benchmarking, and SEO best practices. Central to this transformation was the deployment of a semi-real-time dashboard powered by advanced analytics, enabling the team to monitor engagement and conversions across every touchpoint of the Pet Pro System activation. This holistic approach provided real-time visibility into the full customer journey, from initial awareness to final purchase, and empowered the brand to optimize campaigns on the fly.
The results were significant: increased product awareness, higher digital sales revenue, more site visits and email sign-ups, and—most importantly—a deeper understanding of what pet owners truly value. By leveraging data to personalize experiences and respond to customer behavior in real time, Maytag created a smoother, more effective engagement journey for pet parents.
Maytag’s success underscores a broader trend in the pet care industry: the shift toward direct-to-consumer (D2C) models powered by first-party data. D2C platforms allow brands to build direct relationships with customers, gather rich behavioral insights, and deliver tailored recommendations and services. For pet care brands, this means:
Drawing on lessons from Maytag and broader industry insights, pet care brands can adopt several best practices to build loyalty and optimize digital channels:
The future of pet care lies in creating connected ecosystems that support pet owners at every stage of their journey. By embracing data-driven strategies, brands can move beyond selling products to becoming trusted advisors—offering guidance, support, and personalized solutions that build lasting relationships. As Maytag’s Pet Pro System demonstrates, the combination of first-party data, D2C engagement, and real-time analytics is a powerful formula for driving growth, loyalty, and innovation in the pet care industry.
For pet care brands, CPGs, and retailers, the message is clear: invest in data, prioritize personalization, and put the needs of pet parents at the heart of your strategy. The result will be richer customer engagement, stronger brand loyalty, and a competitive edge in a rapidly evolving market.