Barkbox: A Customizable Subscription To Make Your PUP Feel Loved
There are dozens of subscriptions out there catering to multiple different interests such as makeup and clothing. It would be cruel to leave out our little best friends. Barkbox makes sure to make our dogs feel included.
The Barkbox subscription starts at 22/month — which can easily be affordable compared to retail’s toys and dog treats. Just like humans — every pup has different interests and needs. When you sign up for Barkbox you take a short quiz to help generate the best fit box for your dog. Every month Barkbox comes up with a new theme so there is always something new to be excited about.
Barkbox’s story and mission are quite inspiring. Their goal is to lower the barrier between an inclusive dog life and human life. Their purpose is to be the voice of the dog in a human-led world.
Going through this pandemic, Barkbox has seen an increase in sales due to quarantine. Online shopping has been exploding on the internet. We all want to be happy at home; therefore, people adventure through the internet to find a way to make their dog happy and “BAM” they find a subscription. Barkbox even makes it easier for the owner to decide what they want to purchase for their dogs. It is a win-win for both the owner and the dog.
In regards to their market target, it is clear that their target is dog owners. Geographically, the target is both the U.S and International; however, the U.S makes up most dog lovers. When it comes to demographics, the assumption is a minimum of 18 years old in order to sign up for a subscription, but mainly millennials will be most likely to purchase this subscription. The subscription is tailored to both men and women; however, women are more likely than men to purchase the subscription. In regards to culture, having a pet dog is more of an American phenomenon.
Fun fact: there are more pets than children in the U.S
In regards to psychographic, Barkbox is going to target someone who has a history of purchasing subscriptions vs someone who doesn’t have any subscriptions. With the use of “cookies”, they are able to track their spending habits to understand someone who purchases luxury often considering Barkbox is a luxury and not a necessity.
For the behavioral target market, Barkbox is most likely to target someone who visits websites such as Petco, Petsmart, and maybe even Rover and Wags. Visiting all of these websites creates a profile for the consumer — which is safe to assume that they are a dog owner.
Barkbox does a great job leveraging social media to promote its brand. They created a hashtag called #dogsofBARK which gives the opportunity for the consumer to showcase their dogs.
This is a fun opportunity for consumers to take cute photos of their dogs to put on their dog’s Instagram (lol). This also creates free social media marketing for Barkbox. Lastly, Barkbox has been featured on well-established media news networks such as CBS News, CNBC, Quartz, and Reuters.
Sources:
https://www.stevedalepetworld.com/blog/world-pet-population-data-mixed-bag/