TBWA\HELSINKI, Helsinki / MUSTI GROUP / 2018
Musti Group is the leading pet specialty retailer in the Nordics (market share 60%) in
Scandinavia for Pet specialist channel. To grow their business the goal was to steal business from the grocery stores Pet food sales. In today’s world more and more customers buy their pet’s food from grocery stores, to where the REAL customers – dogs – are not EVEN welcomed! What differs Musti and Mirri stores from the grocery stores is the fact that dogs are welcomed into their stores. Providing superior customer experiences has always been the cornerstone of the Musti and Mirri brand.
Communicate and live Musti and Mirri's USP - superior service to real customers.
Communicate through innovation Musti and Mirri brand story and increase the size of the shopping basket.
The convention is that the pet retailers talk to the pet owners. The creative idea came out of understanding of the fact that as the owners put their pets first the retailer should as well and by doing so pet owner actually listens more deeply to the message. By combining the way of lifting the pet on a pedestal and the best practices of online retail to brick and mortar we created the best possible instore experience for the pet and its owner.
All dog food brands and stores claim they're there for dogs and for dogs only. When in fact they’re not. Unlike grocery stores, dogs are welcomed to Musti group’s pet stores. The business insight behind creating Biscuit was that when humans who visit the stores with their pets, spend on average 15.5% more money. Our job was to give them a reason to bring the actual customers – the dogs – to the store.
Until now all communication has been targeted towards the dog owners. Musti Group saw this as a game-changer opportunity and created the very first customer loyalty program for dogs.
This smart data-led insight and technical solution delivered following results:
1. The owners of Biscuit spend on average 18.7% more money when visiting the store
2. Brand innovation created articles from Media coverage in more than 30 countries
3. Campaign reach: 21 million humans globally
4. Musti Group was awarded for the best customer experience in Finland 2017 by data and marketing Association of Finland