We spent a ton of time walking stores and listening to customers, and our specific mission became very clear, very quickly. We need to be a great store that people love. Today we recognize that our biggest challenge is one that companies like ours have been dealing with for a very long time. THERE’S JUST RETAIL GREAT RETAILERS CREATE GREAT EXPERIENCES ON THEIR SITES AND AT THE DOORSTEPS OF THEIR CUSTOMERS.įrom day 1, we always felt like the toughest nut to crack would be profitability - after all, we were shipping dog food. We had to come to grips with a stark reality: E-COMMERCE IS DEAD. The success stories we saw, the players in other industries who had achieved stable and growing business models as third party B2C sellers, they were just really good retailers. At the macro level, we looked around at verticals outside of pet, and saw a very different world than the one we had entered several years ago our largely fulfillment and value centered customer proposition was rapidly fading as a differentiator. Our NPS scores had never been higher, nor had the experience ever been stickier from a retention perspective, but when we read the comments and reviews from our customers, it was clear that our relationship with them was fundamentally transactional. It didn’t feel good.Īt the micro level, we had created something sterile (albeit a sterile experience that didn’t burn cash). When the dust settled last summer, we had achieved the milestone that had driven the team for such a long time.
#PET FLOW DOG FOOD OFFLINE#
We prided ourselves on using more advanced technology than our competitors (online and offline alike) to predict lifetime value, price merchandise, improve efficiency, and optimize ad spend. PetFlow started with a simple question: What if we used the internet to make pet food delivery easy and affordable? We spent six years, millions of dollars, and a tremendous amount of sweat equity from great people to grow the business to scale and make it profitable.
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