How to make quality pet food stand out from the crowd

"Customers believe that when they buy a certain product, it comes from the brand, and this is not always the case. It’s obvious that the damage that counterfeits do to brands is enormous."
Daniel Scott
E-commerce Manager

Take advantage of it!

When Express Pet Supplies was born, founder John Mason and E-commerce Manager Daniel Scott knew it wouldn't be an easy path.

Pet owners are among the best-informed customers out there and, for most of them, it’s the veterinarian, and not the Internet, that is the first and foremost source of information regarding their pets’ nutrition.

Research suggests that when it comes to buying food for their furry friends, owners give as much priority to the quality of ingredients as they give when buying food for their own table, if not more so.

That’s why John and Daniel have made quality their flag for the Express Pet Supplies brand.

"We are strong advocates of healthy and nutritious meals that only contain natural ingredients", says Daniel. "Our customers know that when they buy our products, they are getting the best possible quality ingredients".

Counterfeits are off the menu

Having such demanding customers leaves very little room if unscrupulous people try to take advantage of the intellectual property of a brand and try to make a counterfeit version of a quality product pass for the real version.

In fact, customers are so demanding that the main competitor in the pet food sector is food made from scratch at home, such is the degree of emotional involvement of customers when it comes to the welfare of their pets. Poor quality or counterfeit products can pose a risk to brands before they even take off.

"Customers believe that when they buy a certain product, it comes from the brand, and this is not always the case. It’s obvious that the damage that counterfeits do to brands is enormous."

"In the end, the customer doesn't get to know where the product comes from. If they buy from a certain brand, they expect to get exactly what they pay for."

From startups to major players in the industry

Daniel and John's strategy of giving top priority to quality paid off.

Despite not having its own website until 2014, 14 years after the initial launch of Express Pet Supplies, the business did not stop growing. And in Daniel's words, the main reason for all this has been Amazon.
We sold our products on several websites, but Amazon drove us forwards. It was by far our main distribution channel: between 80% and 90% of our total sales volume.
Daniel ScottE-commerce Manager
Their success on Amazon pushed them to take the brand to the next level. And the first step on that new path was to register their logo and brand name as trademarks.

Creation of the brand

Once the Express Pet Supplies trademark was listed as such, they were enrolled on the Amazon Brand Registry. This allowed them to begin protecting their brand and significantly expand their presence on Amazon by enrolling on other brand creation programmes available in the Brand Registry.

"Joining the Brand Registry has a number of advantages."

"The A+ Content service and sponsored brands allow you to present your brand to a wider audience and really show what you can do. That helped us a lot in communicating the quality of our products."

Joining the Brand Registry paved the way for them to enrol in Transparency and begin to take advantage of the benefits that trademark protection brings, which was crucial.

"Transparency in a word? Brilliant!"

"Transparency allows customers to physically check for themselves that what they are receiving is the genuine item. In the end, it's customer satisfaction that matters, and that makes a huge difference."

With customer trust as a priority, Express Pet Supplies became one of the first brands to share content through Transparency's newly launched app-based customer engagement feature. Sharing more information about the history of the brand and about the products while customers check their authenticity has helped to reassure customers and strengthen the brand's reputation, Daniel adds enthusiastically.
The customer engagement feature is an opportunity to provide them with more information about the products and also about the brand itself. Customers have peace of mind knowing that they are getting what they asked for and, in addition, the message’s consistency is maintained, which helps to strengthen the brand.
Both sales and the number of repeat customers have increased, which can only underline the quality of Express Pet Supplies’ products.

Totally ready for whatever the future holds

With pet food sales trending upwards for the next five years and its reputation built on solid foundations, Express Pet Supplies sees a more than promising future ahead.

And all thanks to Transparency.

"Transparency demonstrates that Amazon cares about protecting people's brands and ensures that substandard or counterfeit goods are not sold on its platform. And it's also a sign that you care about giving your customers the best quality of all."

"I would recommend Transparency without a doubt: it has helped us to grow significantly at a very low cost. The benefit you get in exchange for what you pay is enormous."
"We have always opted for Transparency.

Our sales have increased by an average of 50%, and that’s thanks to the quality and the elimination of counterfeits from our products. There’s no longer a risk that our brand image will be tarnished by counterfeits."
LOCATION
United Kingdom
SECTOR
Pet Supplies
LAUNCH ON AMAZON
2000

Contact the Transparency team for more information

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