STAMFORD, CONN. — The American Pet Products Association (APPA) announced a partnership with Content Status, a product page content auditing and monitoring solution, to support pet brands’ e-commerce strategies. Through the partnership, Content Status and APPA will debut a new program at Global Pet Expo 2023.
According to APPA, pet brands spend millions and dedicate several hours to bring products to market and struggle to thoroughly evaluate their e-commerce opportunities. With e-commerce growing in consumer popularity and the pet industry expected to reach more than billions in annual sales, APPA is collaborating with Content Status to help industry members assess, identify and improve their online product content, enhancing conversions and enabling brand growth.
“At APPA, we are obsessed with the success of our members and strive to do all we can to provide them and the pet care community as a whole with the tools and services they need in order to flourish and thrive,” said Pete Scott, president and chief executive officer of APPA. “Working with Content Status is a valuable opportunity we can provide to help our members and the pet industry grow and experience success in today’s rapidly evolving, digital-first landscape.”
According to Content Status, 55% of online product pages fail basic quality standards, while 19% have significant errors that limit conversions. In working with Content Status, APPA hopes to support pet retailers and brands gain more e-commerce visibility and lead to more online sales.
“The product page is the epicenter of every online transaction,” said George Koeing, co-founder and chief executive officer of Content Status. “Yet, many brands and retailers continue to let consumers down with poor buying experiences due to inaccurate, incomplete and error-filled content. We are on a mission to help the pet industry provide the Perfect SKU® experience, while also fostering shopper delight.”
Content Status will exhibit at Booth #2179 during Global Pet Expo from March 22 to 24. Koeing will host a Global Learning Series Session, called “Are you failing the shopper experience? Start winning and boost conversions by 20%,” on March 22 at 1:20 to provide brands with best practices for online content.
APPA and Content Status will also release the Perfect SKU® Report during the tradeshow. The report examines thousands of product pages to detail content health in several pet product categories, as well as among several brands and retailers, including Chewy, PetSmart, Amazon and Walmart.
“We encourage as many APPA and PIDA members, buyers, retailers and more to not only attend Content Status’ Global Learning Series session, but to also make the time to stop by the Content Status booth and take advantage of the expertise, offerings and insights they can provide,” Scott said. “This is just the beginning of APPA’s relationship with Content Status, and we look forward to bringing more opportunities and offerings to our members and the pet care community in the near future.”
Read more news from associations and agencies in the pet food sector.