Mars Finds Profitable Pet Owners
MARS
Mars Canada Inc. is part of a privately-held company with global sales of over $21 billion annually. Brands in the food, snack and pet care (including Pedigree®, Cesar®, and Whiskas®) segments are a symbol of excellence for quality brands around the world.
The challenge for Mars’ pet care brands was to find an effective and centralized way to communicate with pet owners across the total lives of their pets in a way that would increase response and build effective profiles. The company needed to determine the value of individual consumers as well as capture the response rate of marketing campaigns to assess their value.
That’s why Mars Canada’s agency, Proximity, contacted 80/20 for a one-to-one database solution. 80/20 was able to help create a single online signup form that included all Mars’ pet care brands and centralized data for Pedigree, Whiskas, Temptation, and Cesar. This central platform allowed Mars to collect, assess, and manage consumers and campaigns easily from one database, matching households—especially multi-pet households—with their spending patterns and develop marketing programs targeted to specific ages and breeds.
As a result, Mars not only increased interaction with pet owners by nearly 1500% and build their community size, but was able to calculate the lifetime value of different segments of pet owners and design campaigns that would attract the highest-value customers.
