optilyz Direct Mail Automation Awards 2024: Fressnapf wins “Cross-Channel Champion”
That’s Fressnapf
Fressnapf is Europe’s leading brand for pet supplies. The group operates over 1,900 modern shops in eleven European countries. With a nationwide network, Fressnapf offers competent service and attractive offers for pet lovers. Fressnapf creates a comprehensive ecosystem that guarantees all-round care for pets.
What does Fressnapf offer its customers?
In addition to high-quality pet food, the company also offers a wide range of accessories and services, e.g. Dr Fressnapf, in its stores and online shops. The Fressnapf Group’s range also includes exclusive brands in various price categories.
Ranking of the most important online-shops for pet supplies in Germany:
Statista, Ranking of the most important online shops for pet supplies in Germany by brand awareness in 2023 Statista, https://de.statista.com/statistik/daten/studie/1359498/umfrage/bekannteste-online-shops-fuer-haustierbedarf-in-deutschland/ (letzter Besuch 03. Mai 2024)
How well known is Fressnapf in Germany?
Among users of online shops for pet supplies in Germany, awareness of Fressnapf is 91 percent. The survey was conducted using the concept of aided brand awareness, in which respondents were shown both the logo and the written brand name.
How high is Fressnapf’s market share in Germany?
Overall, 70 percent of users of online pet shops in Germany use Fressnapf. This means that of the 91 per cent who know the brand, 77 per cent also use the range.
How much attention does Fressnapf receive in Germany?
In July 2022, around 58 per cent of German users of online pet shops had heard of Fressnapf in the media, social media or advertising in the last three months. Of the 91 per cent who know the brand, that is 64 per cent. Conclusion: At this point in time, Fressnapf had a considerable level of awareness in Germany.
Brand awareness of Fressnapf:
Statista. (25 August, 2022). Fressnapf brand awareness, usage, popularity, loyalty and buzz among users of online pet shops in Germany in 2022 [Graph]. In Statista. Accessed on 03 May 2024, from
https://de.statista.com/prognosen/1329119/fressnapf-tierbedarf-onlineshops-markenprofil-in-deutschland
How popular is Fressnapf?
Overall, 74 per cent said they like the Fressnapf company. Around 63 per cent of users of online pet shops in Germany revealed that they would probably use Fressnapf’s services and products again in the future.
How loyal is Fressnapf’s customer base?
Around 63 per cent of users of online pet shops in Germany say that they would probably use Fressnapf again in the future. In relation to the brand’s market share of 70 per cent, this means that 90 per cent of Fressnapf’s customers are loyal to the brand.
That’s why Fressnapf wins “Cross-Channel Champion”
In today’s marketing landscape, where digital channels dominate, finding cross-channel ways to reach customers is crucial. Fressnapf did just that, using an innovative, cross-channel combination of email marketing, app push and direct mail to announce an upcoming Christmas direct mail promotion. The result? A conversion rate that exceeded everyone’s expectations and was a remarkable success for the company.
OMR24 Masterclass Recording
What does print have to do with the future of digital marketing? Spoiler: A lot! Fressnapf reveals why print mailings and
digital channels belong together like humans and pets. Europe’s number one in pet supplies was unable to reach many of its customers digitally. The reach of standard brochures also declined.
A dilemma from which the company has developed into an omnichannel player with a consistent strategy: personalisation and measurability on all channels. Thomas Oberste-Schemmann and Nico Müller-Leon
from Fressnapf as well as Martin Twellmeyer from optilyz explain how Fressnapf rebuilt its CRM system to make complex personalisation easier.
Here you get the recording of the OMR 24 masterclass:
