Pet owners are holding pet food and treat manufacturers to a higher standard these days when it comes to their pets’ food packaging. They’re doing more research and spending more money on premium meals, toppers, mixers and treats for their pets, so they expect packaging to protect the freshness and integrity of the ingredients. And they want these quality bags, boxes and pouches that arrive on their doorstep to be environmentally-friendly—a task that isn’t always easy for manufacturers.  

It’s no secret that the pandemic changed holiday shopping behaviors. Shoppers who previously browsed aisles and stood in line for Black Friday deals turned to eCommerce stores to search for and ship gifts. And many people who previously shied away from buying online finally took the leap. 81% of Americans did more than half of their holiday shopping online last year AND are planning to do the same amount, or more, of their purchasing online in 2021. Following these 10 must-do steps will help you prepare your eCommerce store to earn your share of holiday sales.

2020 saw nearly a decade’s worth of eCommerce growth in a single year—accounting for a 44% year-over-year jump from 2019.¹ No doubt this incredible growth was fueled by the global pandemic that forced most countries inside for months on end. In fact, 150 million people shopped online for the first time during the 2020 pandemic lockdown.² 

These statistics highlight both the incredible opportunities and challenges facing companies looking to grow their eCommerce businesses as millions of customers have changed their shopping habits out of necessity. By better understanding customer journeys, eCommerce companies can transform site visitors into customers who are open to sharing and promoting their experiences with others.

As eCommerce jumps years ahead thanks to the shove out of the airplane we call COVID-19, specialty retail looks for the emergency chute. To quote contributing author and retail expert Greg Petro, “retail is not dead, it is evolving.” Evolving indeed.

In this second installment of a two-part blog series on pet food nutrition, Trone explores the multi-channel nature of pet owners who are researching their pets’ food.

Ecommerce has changed the packaging paradigm. Traditional packaging is designed for shelf impression, logically. When stocked directly next to similar products competing for the same consumers, well-designed packages will emphasize the benefits that differentiate them from competition.

Have you ever watched a vintage 1950s television commercial from a well-known brand? Outside of the obvious technological limitations, the way the marketing message was conveyed probably feels simple or even patronizing. Part of the reason it feels this way is that our collective standards for evocative and powerful marketing messages have evolved significantly in the past sixty years. 

We believe that the creative brief, like most things in marketing, is a living, responsive document that changes with time. This means that in order to develop a creative brief, we must continually challenge our own thinking to deliver more relevant strategies to account for the increased complexity of the marketing mix.

Since our earlier blog post about the telecom industry, Trone Brand Energy has taken another look at our Spring 2017 national survey of 980 home internet subscribers to uncover additional insights and ways for smaller, regional internet providers to more efficiently differentiate their telecom marketing strategy efforts from those of larger, national telecom companies. 

Experiences with any brand touchpoint (including digital products) can either reinforce user perceptions of the brand or break them down. It's vital to a brand’s reputation that users have not only positive experiences with a company’s digital products, but experiences that reinforce the brand. Brand experience is user experience.