Having trouble getting loyal pet owners to notice your brand in a crowded market? I understand how tough that can be. But after looking closely at Chewy’s marketing strategy—Chewy made $11.15 billion in net sales for fiscal year 2023—I found some helpful tips. 1 In this blog, I’ll share clear and useful ideas from Chewy’s success: smart use of technology, building communities of pet lovers, and creating great customer experiences. Keep reading to learn simple lessons you can start using today. 3

Key Takeaways

  • Chewy’s Autoship program brings in 79.2% of its revenue—that’s $9.4 billion for fiscal 2024—with almost 70% of users sticking around long-term.
  • Small gestures, like handwritten notes and unexpected treats, helped raise customer retention by 33%, and personalized videos reduced complaints by 70%.
  • The company taps data and AI to offer personalized recommendations, matching products to each pet owner’s unique preferences.
  • Chewy built a strong social following—more than 6 million fans across social channels—and turned customers into brand promoters with hashtags like #ChewyInfluencer.
  • PetSmart saw the potential too, snapping up Chewy for $3 billion back in 2017, showing just how valuable their customer-focused approach could be in a tough pet-care market.

Exploring Chewy Marketing Strategy

Chewy’s marketing wins through smart moves that pet owners love. I’ll show you how they mix subscription deals with warm customer care to build a loyal fan base.

Embrace Subscription Models and Autoship Benefits

I’m impressed by Chewy’s Autoship program—it’s really boosting their success. This clever subscription setup now accounts for 79.2% of total revenue, reaching $9.4 billion for fiscal year 2024. 1 The growth is impressive, rising from 70% of sales in 2021 to nearly 80% just three years later!

Pet owners love it because they can easily order food, medications, even kitty litter regularly. The great part—it keeps buyers returning, with nearly 70% staying subscribed. According to CEO Sumit Singh, Autoship brought in 80.6% of net sales during the fourth quarter alone. 1 The program clicks because it makes pet care easy and hassle-free, ideal for busy people.

Enhance Personal Touch in Customer Interactions and Brand Connections

I’ve noticed Chewy builds genuine connections with pet owners through thoughtful gestures. Their team writes personal notes and even sends flowers to customers during important pet milestones—both joyful and sad.

These touches boosted customer retention by 33%. Chewy goes a step further too, creating custom videos to address customer concerns—this slashed complaints by 70%. 2

With my own pet supply orders, a surprise note always pops up, making me feel appreciated. Chewy treats pet parents more like family than just customers. They foster loyalty with these caring interactions, something many other stores overlook.

PetSmart recognized this value, acquiring Chewy for $3 billion in 2017—a huge validation in today’s competitive pet industry. 3

Now, let’s check out how Chewy leverages advanced tech to deepen these personal bonds even more.

Driving Marketing Success with Advanced Technology

Chewy uses smart tech to win in the pet market. They track what customers buy and use AI to suggest products your pets will love.

Apply Data Insights and Integrate Artificial Intelligence

I rely on data insights to make smart choices for my pet-loving customers. Using ContactPigeon’s Customer Data Platform, I sort shoppers into groups, based on their likes and shopping habits. 4 So, my product suggestions closely match each pet owner’s needs. AI tools speed things up—and make customer service smoother, too. 5

Data analytics helps me manage inventory, making sure pet parents find exactly what they’re looking for. My AI systems catch buying trends early. That means ads become more personal, truly speaking to each customer’s interests.

The tech doesn’t replace the friendly, personal care my customers expect—it actually boosts those connections. Pet food tips, timely reminders about orders, quick solutions to issues—all come directly from this smart technology, working quietly behind the scenes.

Cultivate a Chewy Community of Devoted Pet Owners

Chewy builds a strong pet owner family through fun social media posts, birthday cards for pets, and cool photo contests that make everyone feel special. Read on to learn how they turn customers into raving fans!

Engage Through Social Media Initiatives and Encourage User Content

Chewy does an awesome job connecting with pet parents online, building loyalty and trust with smart social media moves:

  1. Over 6 million followers across platforms—Instagram (2 million), Twitter (1 million), and Facebook (3 million). 5
  2. Fast replies to comments, paired with true customer stories, create real trust online.
  3. User posts with #ChewyInfluencer turn everyday pet owners into enthusiastic brand ambassadors.
  4. Seasonal campaigns—like Chewy Claus and Chatty Pets—offer fun, interactive experiences customers love joining.
  5. Every two weeks, Chewy teams up with Community Paws to donate 15,000 pounds of pet supplies and host regular adoption events.
  6. Genuine posts with pets actually using Chewy’s products get better responses than slick ads—they feel honest and relatable. 4
  7. Surprise gifts and birthday cards for pets make customers feel special and appreciated.
  8. Real-life customer content builds trust faster than paid ads, helping Chewy hold strong in a tough retail market.
  9. An active online community helps pet parents share useful tips and solve pet-care issues together.
  10. By encouraging pet lovers to share their own stories, Chewy creates a welcoming sense of community and belonging.

Conclusion

I’ve watched Chewy win over pet parents with smart, simple touches. They blend tech-savvy ideas with thoughtful care, making genuine connections with their customers. Personal notes, surprise gifts—little things that mean a lot, making each shopper feel special.

Chewy listens closely to pet lovers, figures out exactly what they want, then delivers better than the rest. They’re set for ongoing success because they keep pets happy—and their people smiling too.

References

  1. ^ https://www.nasdaq.com/articles/chewys-growth-autopilot-power-its-94-billion-autoship-customer-sales
  2. ^ https://www.trymaverick.com/blog-posts/how-ryan-cohens-chewy-exited-at-3b-the-power-of-a-personal-touch-in-ecommerce
  3. ^ https://www.bostonwaves.com/post/chewy-s-customer-experience-as-a-marketing-strategy
  4. ^ https://blog.contactpigeon.com/chewy-marketing-strategy/ (2024-07-12)
  5. ^ https://voymedia.com/chewy-marketing-strategy/ (2025-02-12)
Andrew McKinsey

Andrew MyKinsey is a leading expert in brand marketing strategy with over a decade of experience in the American market. Since founding his firm in 2010, he has consistently driven innovation and success. His educational background includes a Master’s degree in Marketing from Harvard University, along with multiple professional certifications in Brand Management and Digital Marketing Strategy.
Andrew also serves as a member of the American Marketing Association, which underscores his commitment to staying at the forefront of industry developments.
His awards list is extensive; notably, he was named "Innovative Strategy Firm of the Year" three times since 2018 by national marketing associations.
Andrew's contributions to the field of marketing are widely recognized. He has authored several influential articles published in top business magazines such as Forbes and Business Insider.

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