Walmart Goes After The Pet Parent Market With The Dodo Partnership

Walmart
WMT
It is looking to expand its reach in the pet category with a collaboration with pet-focused media brand The Dodo.

The retailer announced today that it is selling dog apparel, toys, accessories and other products chosen by the editors of The Dodo, a division of Vox Media and the world’s most-watched creator of pet and animal content, with 115 million views. followers on social networks. media.

Walmart hopes the collection, sold in select Walmart stores and online at Walmart.com, will convince more of a new generation of dog owners to think of Walmart as a one-stop destination for fun items and staples like food. . .

At this time, the collaboration has only produced products for dogs, but a line for cats could follow.

In addition to the new merchandise, Walmart Insurance Services will also begin offering The Dodo’s pet insurance program, Fetch by The Dodo.

Walmart is already taking a sizeable chunk of the $124 billion Americans spent on pets last year, but partnering with The Dodo could give millennial and Gen Z pet owners more access.

Pet specialty retailers like Petco, Pet Smart and Chewy have increasingly made “pet parents” (pet owners who pamper their dogs and cats like beloved members of the family) their targeted marketing focus. With the collaboration of The Dodo, Walmart is making a play for price-conscious pet parents who still want to pamper their pets.

Ninety-seven percent of The Dodo’s audience have pets, and 95% view pets as members of their families, YuJung Kim. group editor at The Dodo, he said.

With this collaboration, he said, The Dodo was looking to partner with a retailer “where shopping for a pet is as easy as shopping for any other member of the family.”

“That’s why it was a no-brainer for us to collaborate with Walmart,” said YuJung Kim.

While Walmart has previously partnered with other pet brands, this collaboration is unique due to the high level of involvement in product selection from the pet-obsessed members of The Dodo and Walmart teams, said Melody Richard, vice president of pets at Walmart US.

“It really is a collection made by pet owners, for pet owners,” Richard said. The collection was designed not only with what’s best for the pet in mind, he said, but also with a focus on what makes life easier for the pet owner, with products like a dog raincoat that’s easier to put or a dinner. Bowl that slows down dogs that swallow their food too quickly.

Walmart also offers a “Walmart Dodo Pet Lovers Box” that can be ordered one time or as a monthly repeat order, with a different seasonal themed assortment each month.

Individual products range in price from $5 to $20, and the Pet Lovers Box is $19.99.

With the pet lovers’ box, Walmart and The Dodo are striving to offer “something that will be the best value on the market,” with toys, treats and other surprises, Richard said.

“What we have to be able to offer customers is affordability and accessibility,” he said.

The collection is sold in approximately 1,600 Walmart stores, about a third of the number of US Walmart stores.

Richard said expanding into cat products would be a likely next step.

“We know we have a lot of cat moms and dads who are probably saying ‘What about us?'” he said.

“If customers respond the way we think they will, we’re really optimistic about what the future could be for The Dodo and Walmart,” Richard said.

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