Innovation is relevant to Arcaplanet’s mission, to make a difference for those who adopt animals as well as for pets, and involves several fronts, from the physical channel, with the recent acquisition of Maxi Zoo network, to the digital one and the services offered to customers. After the integration of Maxi Zoo stores, which has already been completed, the next step is to strengthen the integration with eCommerce, the first step of which was the launch of ‘order and collect’ service.
The purpose stated by CEO Nicolò Galante is to achieve leadership in the digital channel, in Italy but also in Europe, thanks to the new app and the development of the loyalty program with the digital version of Arcacard. The focus is to give customers a more rewarding loyalty experience, in step with European levels and even higher, thanks to marketing automation. In this sense, the appointment announced in January of Monica Gagliardi as new chief customer officer is no coincidence.
As for the evolution of the physical store, the news concerns the announcement of the launch of new formats focused on reducing the environmental impact, omnichannel proposal, and the offer of services. The brand is also conducting a survey on social networks, collecting customers’ points of view on their stores and expectations.
The other significant investment front for the brand in the near future is that of its own brand, which already accounts for 50% of the offer mix, but it could grow, even in terms of value. This objective will certainly benefit from the progressive integration of Maxi Zoo’s pre-existing brands. The work on private label helps to respond to the request for reasonable prices by pet lovers, pressed by price increases. But the initiatives in support of Arcaplanet’s spending are various, starting from targeted discounts for those who have just adopted a puppy and the campaign ‘Against inflation, with a hard face’. Attention to green world and also social commitment, too, are important for Arxaplanet: against food waste and in support of animals in need, such as those in Ukraine.
Academy for digital integration
In 2023 Arcaplanet will continue its work on employee training through its own Academy. The topics investigated are: digital integration, customer service, innovation, entry of new hires, with a 30% higher number of hours than in 2022. People are one of the strategic pillars of the company and the entry of Maxi Zoo has offered the opportunity to recruit new staff and promote the most capable employees to the role of store referent.
