The context
The development of new concepts in animal health gives Welkoop the opportunity to distinguish. In addition, it is a response to emerging initiatives from other players in the pet chain, such as vets, producers, and even foreign investors.
Welkoop is currently focusing on animal care. If Welkoop wishes to distinguish itself within Animal health, she could broaden her authority in animal care towards animal healing. This leads to an increased number of contact moments, better customer relationship, cross-selling and authority development.
Welkoop has a loyal customer base, which is evidenced by the huge number of registered loyalty cardholders. The successful launch of this loyalty program was previously conducted by Blue Ocean Company.
Research into the needs of the customers indicated that the health of pets and hereditary animals is important in addition to good care. This gave rise to the development of new concepts in animal health. Welkoop has again asked us to assist in this. How do you structure new concepts in a structured way? And how do you unlock new value for your customers?
The approach
Since the sale of medicines and nutrition at the cure is bound to rules and legislation, Welkoop cannot develop it independently. It is important to choose the right cooperation form and right suppliers. In addition, it is important that the concept is created in co-creation with its customers, thereby reducing risks at an early stage and increasing the chance of success.
In the preparatory phase, there was a lot of time spent to find the reasons for the pet owners to keep the pet fit and healthy. The objections and expectations have been estimated and then tested with an own survey of the loyalty cardholders.
The research also shows that customers attach value to the quality of the treatments and that there is also a demand for attention to horse and chicken within the current target group next to the small pets. This makes it possible to distinguish existing initiatives in the market.
Then, with the introduction of some brainstorming techniques, we looked at what could be a possible fit for the Fit & Healthy concept.
The introduction of the new concept took place in 6 Welkoop stores in the Northern part of the Netherlands. Prior to launch, enthusiastic loyalty cardholders were invited to first view the concept in the Welkoop shop in Westerbork. During this meeting, a critical look at the concept took place. This feedback has been thankfully used so that the launch of the Dierenpunt: Fit & Gezond became a reality.
