brand kpis fuer haustierbedarfs onlineshop zoo zajac in deutschland-英文（德文）培訓(xùn)課件2025.4

CONSUMER&

BRANDBrandKPIs

for

pet

supply

onlineshops:

Zoo

Zajac

in

GermanyConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Zoo

Zajac’sperformance

inthepetsupplyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202476%

of

Zoo

Zajac

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Zoo

Zajac’s

brandingresonates

more

withMillennials

?Zoo

ZajacranksoutsidetheTop10

inawarenesswithin

the

pet

supplyonline

shopmarket?Zoo

Zajacgenerally

appealsto

women

more

thanmen?Thepopularity

ratingof

Zoo

Zajacis

24%?Among

Zoo

Zajacenthusiasts,36%

fallunderthehigh-income

category?Zoo

ZajacranksoutsidetheTop10

inusage?Interms

of

loyalty,Zoo

Zajacisseventh

inGermany?Zoo

Zajac

hasascore

of

12%

formedia

buzz?Consumers

want

theirpetsupplyonline

shopbrandstohavereliability,

highvalue,and

friendliness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

forZoo

Zajac

at

76%Brand

profile:

snapshotBrand

performance

of

Zoo

Zajac

inGermany76%24%18%15%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individual

brand

(popularity),

n=222,respondents

who

know

the

individual

brand

(usage),

n=33,

respondents

who

have

used

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zoo

Zajac’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeZoo

Zajacbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatZooZajac

islikedby8%

ofBaby

boomers

and23%

ofGenXers,

whereas

thetotalshareof

industryusers

is9%and29%,

respectively.29%28%26%23%ForMillennials

andGen

Z,

42%

and

28%

feel

positivelytowards

Zoo

Zajac,versus

37%

and

26%.

Socurrently,forZoo

Zajac,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.9%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestopet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=53,

Zoo

Zajac

enthusiast,

n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Zoo

Zajac

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Zoo

Zajacshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%11%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Zoo

Zajac

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.51%49%52%48%51%

ofwomen

likeZoo

Zajaccomparedto49%

of

men,whereas

fortheoverallindustry,52%

of

women

usepetsupplyonlineshopscompared

to

48%

of

men.79%86%11%

ofZoo

Zajacenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=53,

ZooZajac

enthusiast,

n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Zoo

Zajac

enthusiasts,

36%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%26%Single34%36%19%23%CoupleSingleparentNuclear36%

ofZoo

Zajacenthusiastsarefromhigh-income

households.Zoo

Zajac’sbrandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

38%

of

Zoo

Zajacenthusiastshavethiscurrent

livingsituation.11%9%34%32%38%39%26%Multi-generational0%2%6%ExtendedOther25%12%4%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=53,

Zoo

Zajac

enthusiast,

n=825,pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

pet

supply

online

shop

brands

to

have

reliability,

highvalue,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

petsupplyonlineshopbrandsForpet

supplyonlineshops,thetopthree

qualitiesusers

want

from

abrandarereliability,

highvalue,andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Zoo

Zajacusers

alsoappreciate

thesekey

attributes,indicating

Zoo

Zajacexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatZoo

Zajacenthusiastsareleast

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityZoo

Zajacshouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=33,

Zoo

Zajac

users’,n=53,

Zoo

Zajac

enthusiast,

n=825,

pet

supply

online

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Zoo

Zajac

fans,

38%

state

that

they

get

excited

about

pet

supply

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofpetsupplyonlineshopsingeneral?43%42%38%34%33%30%25%25%24%23%21%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutpetsupply

topicsrelating

toIget

excitedIliketotalkaboutonlineshopspetsupplyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

pet

supply

online

shops

do

youagree

with?”;

Multi

Pick;

“When

it

comes

topet

supply

onlineshops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=53,

Zoo

Zajac

enthusiast,n=825,

pet

supply

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1176%

of

Zoo

Zajac

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

pet

supplyonlineshops,the

averageawareness

ofabrandinGermany

is

35%.

Awarenessof

Zoo

Zajac,however,

isat18%.Awareness24%

ofGerman

petsupplyonlineshop

users

saytheylikeZoo

Zajac,compared

to

anindustryaverage

brandpopularity

of30%.15%

ofindustryusers

inGermany

say

theyuseZooZajac,with

theaverage

usageof

abrand

at21%.BuzzPopularity76%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

72%.Zoo

Zajachasbeen

noticed

lessinthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

17%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Petsupply

online

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=222,

respondents

who

know

the

individual

brand

(popularity),

n=222,respondents

who

know

the

individual

brand

(usage),

n=33,

respondents

who

have

used

the

individual

brand

(loyalty),

n=222,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zoo

Zajac

ranks

outside

the

Top

10

in

awareness

within

the

pet

supply

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofZoo

ZajacRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1FressnapfTEMU85%68%58%56%52%40%29%25%23%22%18%23zooplus4Dehner5ZooRoyalZoo

&Co.futterplatz.depetshop.demedpets.deScheckerUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

18%

were

aware

of

Zoo

Zajac.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.82%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Zoo

Zajac

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofZoo

ZajacRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1FressnapfzooplusZooRoyalZoo

&Co.McZoo67%39%33%31%30%30%28%28%27%26%24%234Outofconsumers

who

knew

thebrand,

24%

saidtheyliked

Zoo

Zajac.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56Dehner7bitiba76%8hundelandTEMU9PopularityN/A10petshop.de14

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=222,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zoo

Zajac

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofZoo

ZajacRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1Fressnapfzooplus15%229%3McZoo23%Outofconsumers

who

knew

thebrand,

15%

saidtheyused

Zoo

Zajac.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4TEMU23%5bitiba21%6medpets.defutterplatz.deZooRoyalpetshop.deZoo

&Co.20%720%820%85%919%UsageN/A1018%15

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=222,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Zoo

Zajac

is

seventh

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofZooZajac’s

consumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Fressnapfzooplus24%285%3ZooRoyalTEMU83%481%5bitiba78%6Dehner77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

pet

supplyonlineshops,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7Zoo

Zajactiierisch.defutterplatz.deZoo

&Co.76%76%875%970%Outofrespondents

whohaveused

Zoo

Zajac,76%saidthey

would

usethebrand

again.LoyaltyN/A1069%16

Notes:“When

it

comesto

pet

supply

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=33,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Zoo

Zajac

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofZooZajacRank#

BrandBuzz%44%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1FressnapfTEMU12%231%3McZoo22%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutZoo

Zajacinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Dehner19%5hundelandfutterplatz.depetshop.demeintierdiscount.dezooplus19%616%716%814%88%914%BuzzN/A10Zoo

&Co.14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=222,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknew