The wind of change

Do you know Cmmrcl.ly? Or have you already heard of Firefly? Don’t worry: these aren’t other competitors trying to take over the international pet products market. Both terms originate from the areas of AI, advertising in social media and online marketplaces. They are also becoming increasingly important for players in the pet industry. Amazon shows us how it’s done. The US online retailer is generating more and more revenue from advertising – making it a prime example of retail media, a new form of advertising that is beginning to make its way into the pet industry.

We have a paradigm shift. It has major implications for brand manufacturers. People are searching for brands less and less on search engines like Google or Bing and more on marketplaces like Amazon. It therefore makes sense for branded companies to advertise there. This is where customers really look for products, and not only that: the products can also be bought on the marketplaces.  

Along with artificial intelligence (AI), retail media is one of the key issues that show that the pace of change in our retail landscape is accelerating. Even in the pet industry. Look at the efforts of all the major retailers and online shop operators to create their own marketplace.

It’s not just technology that’s moving at breakneck speed. Change is also the order of the day in the product sector, partly as a result of technological change. This is evidenced by the many new brands that are launched every week, making the pet market increasingly diverse and confusing.

Where are these developments leading? What will the pet market of the future look like? Answers to all these questions will be sought at the International Pet Conference in Brussels on 16-17 October. Top managers from leading companies in the industry will talk about their projects. Start-ups will present their innovative business models. And AI in the pet industry will also be discussed

Exploring new business opportunities is the theme of our conference. We want to show you how the pet industry can make itself fit for the future. Join us and don’t miss this event! Looking forward to seeing you in Brussels.

Ralf Majer-Abele