![]() Now, almost a year after launching in Target, we’re taking a lot of the learnings from our success there and applying them to further evolve our retail strategy.Įverything we do has a very clear “BARK” spin to it, and that creativity and individuality extends to retail. It became apparent that we could not achieve that vision without a strong retail presence. Can you talk about BARK’s bricks-and-mortar retail partnerships? Experiential marketing is a growing area for us as well. We’re leaning heavy into rewards partnerships with larger brands and have built out formal relationships with a ton of local rescues and shelters all around the country. Affiliate marketing is currently one of our most efficient proactive marketing tactics. We started diversifying late last year when we launched direct response television and direct mail campaigns, but there are a number of other segments that we’ve built out. As we look to grow exposure of BarkBox, BarkShop and our partner network, we want to efficiently and strategically go beyond reaching folks that are primarily on social media. Over the years we’ve used paid and organic strategies on Facebook and other platforms. Our current marketing approach mirrors our retail strategy - reaching every dog person by using the right channels alongside like-minded brands. We want to continue finding new ways to connect with them and deliver the products, service and fun they’ve come to expect from us. Our social audience was part of our growth plan from day one and because of our ability to convey a real, raw brand personality that they can relate to, they’ve only become more engaged with us over the years. What’s the story with BARK’s social media strategy? We also have more than 7.5 million followers on social media. We serve more than 600,000 active customers each month. These channels have helped us grow to 2 million customers. We believe BARK has the best toys, treats, lifestyle accessories and experiences to offer dog parents, and we want them to have easy access to our products through strategic partners. We also have a long-term vision to make every dog happy and healthy by ensuring BARK products are available to all dog parents. More than six years later, BARK consists of BarkBox, and our retail partner network, which includes more than 1,800 Target stores nationwide. I think Matt knew he had something special when his dad ordered a BarkBox without knowing his son was in charge of this “little” outfit. It all started when our CEO Matt Meeker couldn’t find toys that were strong enough to stand up to his Great Dane and looked fun. He has held senior sales positions at Skullcandy, Panasonic and Philips Electronics. Prior to BARK, Sargente served as Jabra’s North America general manager of consumer solutions. In August 2017, BARK began selling customized toy and treat collections in Target stores nationwide. Rich Sargente joined the company in March 2016 as vice president of sales and general manager of its retail business, overseeing BARK’s growing retail partner network of ecommerce and bricks-and-mortar merchants. Since then BARK has focused on serving 60 million U.S. Their first product, BarkBox, a monthly subscription service that includes toys and treats, began shipping in 2012, chang-ing the $69 billion pet industry. NRF Center for Digital Risk & Innovationĭog lovers Matt Meeker, Carly Strife and Henrik Werdelin founded BARK on the simple principle that every dog everywhere - no matter the age, size or circumstance - deserves to be happy.
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