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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-21556" class="et_pb_post post-21556 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-personalization-within-the-organization article-function-leadership article-function-marketing article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">Centered around personalization: The Farmer’s Dog case study</h1><h2 class="article-excerpt">Dynamic Yield chats with Brett Podolsky, co-founder of The Farmer's Dog, about building a brand centered around personalization, the challenges of personalizing at scale and the opportunity to disrupt a $60B industry.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>Every morning around 5:15 AM, I am rudely awoken by a flat-nosed freight train. Amidst jubilant snorts of anticipation, I stumble to my fridge and pour a colorful mix of fresh turkey, kale, carrots, and chickpeas. My attempts to go back to bed are instantly thwarted by slurps of ecstasy and 20-30 minutes of steel being repeatedly slammed against my baseboards. Eventually, I emerge and forcefully separate an angry Frenchie from her empty bowl.</p><p>I have Brett Podolsky to thank for my loss of sleep. Brett founded <a href="https://www.thefarmersdog.com/">The Farmer’s Dog</a> with Rocket Internet alum Jonathan Regev after spending two years with a sick pup, trying every “high-end” dog food on the market to no avail. Eventually, he ended up simply cooking a simple feast of chicken and fresh veggies for his dog Jada and two years of stomach ailments were cured in two days.</p><p>“I wanted to find a brand that I felt comfortable feeding my dog. When I realized that this brand didn’t exist, I decided to build it”</p><p>The Farmer’s Dog boasts that they test on humans and I’ve been tempted a time or two to fry it up with some eggs. If they gave it a healthy pinch of salt and re-branded as “artisanal sausage” with a store a few blocks down on Bedford Ave, I have no doubt they could get $14.99/lb <a href="https://www.theguardian.com/lifeandstyle/2017/mar/01/ultimate-hipster-food-glossary-coolest-trends">from the Williamsburg crowd.</a></p><p>While I live with the ultimate satisfied customer, it isn’t so much the quality of food that caught my attention. It’s that every batch of food is personalized for Stella’s idiosyncrasies and arrives labeled “Stella’s Turkey Recipe.” How the heck do these guys achieve this kind of personalization at scale? So with Stella in tow, I took the G up to Metropolitan to find out.</p><div id="attachment_21620" style="width: 760px" class="wp-caption alignnone"><a href="https://www.dynamicyield.com/wp-content/uploads/2017/06/Stella-attacking-bowl-.jpg"><img fetchpriority="high" decoding="async" aria-describedby="caption-attachment-21620" class="size-full wp-image-21620" src="https://www.dynamicyield.com/wp-content/uploads/2017/06/Stella-attacking-bowl-.jpg" alt="Seriously, this dog doesn't quit until she has devoured every morsel " width="750" height="750" /></a><p id="caption-attachment-21620" class="wp-caption-text">Seriously, this dog doesn’t quit until she has devoured every morsel</p></div><h2>A Brand Built By Personalization</h2><p>Though they now boast full distribution centers in Westchester County and Chicagoland, The Farmer’s Dog began with a couple of guys cooking in a Brooklyn kitchen and little to no marketing effort.</p><p>“In the early days, we grew primarily through word of mouth with customers consistently praising the dog’s enjoyment and the level of personalized service,” says Podolsky. Every package of food is customized for each dog based on activity level, age, weight, breed After a user inputs her pet’s basic info, algorithms mash the data to determine a dog’s ideal amuse bouche.</p><div id="attachment_21619" style="width: 863px" class="wp-caption alignnone"><a href="https://www.dynamicyield.com/wp-content/uploads/2017/06/52F4DB56-B2D2-4F74-9557-5AB70BF8E9CD-3.jpg"><img decoding="async" aria-describedby="caption-attachment-21619" class="size-full wp-image-21619" src="https://www.dynamicyield.com/wp-content/uploads/2017/06/52F4DB56-B2D2-4F74-9557-5AB70BF8E9CD-3.jpg" alt="Copulsky's dog Jada shows off the turkey blend packaged just for her" width="853" height="853" /></a><p id="caption-attachment-21619" class="wp-caption-text">Podolsky’s dog Jada shows off the turkey blend packaged just for her</p></div><p>But it’s not just our four-legged friends who reap the benefits of having a canine concierge. Ultimately, humans pay for the food and personalized pet food at your doorstep solves a key pain point.</p><p>Unlike a shopper at Sephora, most dog food shoppers aren’t looking to spend a lot of time having a serendipitous in-store experience. But when you walk into a massive pet food retailer or your local store, you are inundated with the aroma of cow esophagus and scores of brands you know nothing about. So you pick the one with the catchiest marketing, totally unaware of the contents. It’s basically like shopping for wine without the fun of sampling the product.</p><p>Product-market fit for The Farmer’s Dog starts with the understanding that many consumers want a radically simplified experience instead of a paradox of choice. “When you come to our website, instead of flinging a million options at you, we present a few choices tailored to your pet’s needs.”</p><h2>Personalizing at Scale</h2><p>To appreciate the market opportunity for high-quality, personalized pet food, it’s vital to note that pet food is a $25B industry with fundamental flaws.</p><p><a href="http://iheartdogs.com/breaking-news-blue-buffalo-admits-to-lying-about-ingredients-here-is-why-you-should-care/">There is no FDA or governing body to fact-check the claim</a>s made by dog food companies, giving marketers carte-blanche to say whatever will sell while stocking their food with fillers. <a href="https://www.nytimes.com/interactive/2015/07/24/world/the-outlaw-ocean.html">Poor industry ethics are literally triggering a war on the high seas </a>and there is little way for consumers to separate legitimate product distinctions from outright lies. Hell, pet food companies could take a page from the SaaS playbook and say the food is “powered by AI” and there would be no legal ramifications.</p><p>But we live in a world with more pets than kids where dogs have their own Instagram accounts. Something doesn’t quite add up.</p><p>Thus, it’s no surprise that The Farmer’s Dog just <a href="https://medium.com/@nbt/the-farmers-dog-70d373f0a518">raised $8M in a Series A round led by Shasta Ventures</a> with participation from Forerunner, known for backing little e-commerce shops like Warby Parker and Dollar Shave Club. Last month, Chewy.com was acquired by PetsMart for $3.3 billion in the largest e-commerce acquisition in history. Whatever it says about society and millennials, the market for a luxury pet food brand couldn’t be hotter.</p><div id="attachment_21624" style="width: 650px" class="wp-caption aligncenter"><a href="https://www.dynamicyield.com/wp-content/uploads/2017/06/Pic1.jpg"><img decoding="async" aria-describedby="caption-attachment-21624" class="size-full wp-image-21624" src="https://www.dynamicyield.com/wp-content/uploads/2017/06/Pic1.jpg" alt="Stella and Co-Founder Jonathan Regev's pooch Buddy hangin' at Farmer's Dog HQ " width="640" height="476" /></a><p id="caption-attachment-21624" class="wp-caption-text">Stella and Co-Founder Jonathan Regev’s pooch Buddy hangin’ at Farmer’s Dog HQ</p></div><p>As the company grows, Podolsky says that personalization will remain core to their strategy. “At first, we thought we couldn’t afford to continue to be personalized since we felt our ultimate differentiator was the quality of our food more than the personalization. But over time we realized that personalization was fundamental to who we are as a brand.”</p><p>Podolsky assures that as the company scales, each pack of food will continue to be precisely portioned for each pet and will always feature his/her name on the label. In fact, The Farmer’s Dog plans to use the funding to build engineering and customer support infrastructure that gives owners more control over the content and frequency of their shipments.</p><p>“We started this company to make healthy dog food accessible and to give pet parents the peace of mind we think they all deserve.”</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
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localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
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localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
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// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
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var ls_key = Object.keys(dy_utms)[i],
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form_key = dy_utms[ls_key],
form_field;
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form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
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form_field.value = ls_value;
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// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
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form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
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});
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var dy_utms_cookie = {};
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var splitCookie = el.split('=');
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window.dataLayer = window.dataLayer || [];
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window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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