In this episode, Clayton sits down with Louise Toal, co-founder of Furr Boost, to discuss her journey from a career in the food science industry to launching a category-defining dog hydration drink. Louise shares the story of her Beagle, Phoebe, whose health struggles inspired the creation of Furr Boost, and the extensive R&D process required to bring a first-to-market product to life. 

KEY TAKEAWAYS

Furr Boost wasn't created just to sell a product; it was born out of a desperate need to help a sick dog (Phoebe) stay hydrated when traditional options failed.

Louise didn’t rush to market. She spent five years on R&D, working with vets and testing with 40 dog owners to ensure the product was safe, effective, and palatable before officially launching.

Although Louise turned down the investment offer from Dragons’ Den due to valuation differences, the exposure was invaluable, crashing her website with orders and establishing credibility.

Being ‘first to market’ is difficult because customers don't know they need your product yet. Success required relentless education: at trade shows, online, and through vets, to explain why dog hydration matters.

Starting with direct-to-consumer (DTC) sales allowed Furr Boost to build a brand and gather data, which later proved essential for convincing major retailers like supermarkets to stock the product.

BEST MOMENTS

"I did the first one in the kitchen: chicken, butternut squash, and cranberry. She lapped it up, and we started using that to push fluids."

"It was the most sleepless night I've ever had in the business. I'd spent about 80 grand on this bit of kit from a photograph, and just thought, 'I really hope this isn't a bag of spanners.'"

“You don't really think about it, it’s just another piece of work done. On to the next."

"People read pictures. Our packaging had to scream 'I am a drink' because our biggest question was always 'Is it a powder? Is it a food?'"

"The reality with business is you have to continuously pivot, the worst thing you can do is be really hung up with your own ego."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton welcomes Sarah and Matt from 'My Anxious Dog' to the podcast, to discuss their journey in raising awareness about anxious dogs and the importance of giving them space. They discuss the personal experiences that led them to create a range of products designed to help owners communicate their dog's needs, including the significance of the colour yellow as a warning signal. Sarah shares the challenges they faced in the early days, the evolution of public attitudes towards dog anxiety, and the development of their business.

KEY TAKEAWAYS

The journey into recognising and addressing dog anxiety began with personal experiences, highlighting the importance of understanding a dog's body language and emotional needs. Awareness of signs such as "whale eyes" and a tight muzzle can help owners identify anxiety in their pets.

The initiative to use yellow as a warning colour for anxious dogs originated from the horse world, where a yellow ribbon indicates a need for space. This campaign aims to raise awareness and promote understanding among dog owners and the public about the needs of anxious dogs.

The importance of community support is emphasised through local awareness efforts, such as creating posters and stickers, and organising events like "Dogs in Yellow" day. Engaging the community helps spread the message and fosters a supportive environment for dog owners with anxious pets.

The need for quality products tailored for anxious dogs led to the creation of a range of items, including harnesses, leads, and calming aids. The focus is on providing practical solutions that help both dogs and their owners navigate social situations more comfortably.

The experience of owning an anxious dog has transformed into a passion for advocacy, leading to personal growth and a commitment to educating others. The journey has not only improved the quality of life for the dog but has also fostered a deeper understanding of dog behaviour and owner responsibility.

BEST MOMENTS

"It was important for me to raise awareness where I walked."

"Yellow is the official warning colour for caution."

"I think 75% of dogs suffer with some form of anxiety or behaviour issues."

"People just think that you've got a dangerous, aggressive dog."

"We've learned so much because we've embraced it."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Wendy, the founder of Waita Pets, a burgeoning pet food company specializing in freeze-dried treats. Wendy shares her journey into the pet industry, sparked by her desire to find quality food for her own pets. She discusses the unique products offered by Waita Pets, including quail egg balls and duck blood cubes, which are inspired by Asian pet food trends. As the episode unfolds, Wendy reveals her plans for expanding the product range and entering more retail spaces, highlighting the challenges and triumphs of running a pet business in London.

KEY TAKEAWAYS

Wendy started Waita Pets out of a personal need for high-quality freeze-dried treats for her pets, leading her to identify a gap in the UK market for such products.

The company rapidly expanded by participating in local shows and markets, which allowed for direct interaction with customers and retailers, ultimately leading to partnerships with stores like Just For Pets.

TikTok played a significant role in promoting Waita Pets, with Wendy leveraging influencers to create engaging content that showcased the products, helping to build brand awareness and community.

Waita Pets offers a range of unconventional pet treats, including quail eggs and duck blood cubes, which are inspired by Asian markets and cater to the growing demand for natural and high-protein options for pets.

The company aims to expand its product range further, including new proteins and complete food options for pets, while also considering the logistics of scaling operations and potentially moving to a larger warehouse outside of London.

BEST MOMENTS

"We started to get into what is the sourcing of the fishes and the chicken, duck, and then going to factories and see the freeze-drying condition."

"I think when you're just on the internet, people don't have the same appreciation for your brand that they do when they actually meet you physically."

"We do get a lot of raw feeders that are saying, okay, this is what I want. So this is very good."

"We will be expanding the range. People asking, like venisons and lots of new fish products coming in."

"I think your products generally, the price doesn't run as high as a lot of other companies."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton welcomes back Sam Hanbury, the founder of Baboo Gelato and Doggy Doggy Yum Yum, to discuss the growth and evolution of his dog ice cream business. Sam shares insights into the unique challenges and successes of selling dog ice cream alongside human ice cream, highlighting the importance of quality ingredients and the shift towards non-traditional retail channels like pubs and garden centres. They also discuss the logistics of exporting products to the Middle East, the significance of community-building through crowdfunding, and the necessity of building strong relationships in the pet industry.

KEY TAKEAWAYS

The importance of building a community around the brand is emphasised, with crowdfunding being used not just for financial support but to create a sense of ownership among customers, staff, and suppliers.

The company is looking to expand its dog ice cream product line and distribution channels, particularly in the pet industry, by focusing on direct engagement with retailers and participating in events to increase visibility.

Exporting ice cream, especially to warmer climates like the Middle East, presents significant logistical challenges, including maintaining a cold chain during transport and navigating regulatory requirements.

There is a clear distinction made between sales and marketing, with a focus on the necessity of direct conversations with customers to drive sales, rather than relying solely on social media and digital marketing strategies.

Building long-term relationships with customers and partners is crucial for sustained business success. The value of repeat business over time is highlighted, demonstrating that nurturing these relationships can lead to significant revenue growth.

BEST MOMENTS

"We set up a dog ice cream called Doggy Doggy Yum Yum because we had people buying ice cream for their dogs."

"People would be insane not to have a dog ice cream because it's just such an easy thing to have on their menu."

"The cold chain is terrifying enough for the UK; add an extra 20 degrees, and it's going to be that much more nerve-wracking."

"Crowdfunding is equity investment; this is real investment in the company."

"It's so much easier in life to deal with nice people."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Claytons sits down with Stephen Hu, the founder of Lit Pet, the first traditional Chinese medicine company for dogs in the UK. Stephen shares his personal journey into the pet wellness industry, sparked by the loss of his beloved cat and his realisation of the need for a more holistic approach to pet health. He discusses the unique blend of traditional Chinese medicine (TCM) and modern veterinary science that Lit Pet offers, emphasizing the importance of prevention and emotional well-being in pet care. They also explore the differences between the pet markets in Hong Kong and the UK, the challenges of educating consumers about TCM, and the innovative strategies Lit Pet employs to stand out in a competitive supplement market.

KEY TAKEAWAYS

The journey to establish Lit Pet was driven by the loss of a beloved pet, which highlighted the need for addressing chronic stress and health issues in animals through a holistic approach that combines traditional Chinese medicine (TCM) with modern veterinary science.

There is a significant gap in understanding TCM in the UK market compared to Hong Kong. The strategy involves educating consumers and veterinary professionals about the benefits and scientific backing of TCM ingredients, emphasizing clinical research and veterinary endorsements.

Lit Pet collaborates with Oxford University for research and clinical trials to ensure that their formulations are effective and safe. This partnership helps in optimizing product formulations based on scientific evidence and traditional practices.

The brand aims to stand out in a crowded supplement market by focusing on proactive health care rather than reactive solutions. They emphasise the importance of prevention and the long-term benefits of their products, which are designed to address specific health concerns.

Looking ahead to 2026, Lit Pet plans to expand its product range, including new offerings for joint and kidney health, and aims to increase its presence in both the UK and European markets. They also plan to engage in offline events, including a pop-up store in London, to connect directly with consumers.

BEST MOMENTS

"I realised that not only animals could suffer from chronic stress like humans do."

"Our mission is trying to address the root causes of stress-related health issues."

"We are defining what it means to create evidence-based natural care for pets."

"The UK customers expect scientific backing for functional claims."

"We are going to launch two products focusing on joint issues and kidney problems next year."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Nikki French, a renowned dog trainer and author of the provocative book "Stop Walking Your Dog." Nikki shares her inspiring journey from a 30-year corporate career in property sales and marketing to becoming a passionate dog trainer. After a life-changing bike accident, she discovered her true calling in the pet industry, focusing on helping dogs that struggle with traditional walking routines.

KEY TAKEAWAYS

After a 30-year corporate career in property sales and marketing, a life-changing bike accident led to a career shift into dog training, highlighting the importance of following one's passion and adapting to life changes.

The transition included a focus on building an online presence through a membership program and a podcast, demonstrating the value of leveraging digital platforms to reach a wider audience.

The book "Stop Walking Your Dog" was designed to challenge conventional dog training practices and spark conversations about dog behavior, emphasising the need for tailored approaches to meet individual dogs' needs.

Physical walks alone do not fulfill a dog's needs; mental stimulation through games and activities is crucial for a dog's well-being, encouraging owners to rethink traditional walking routines.

The process of writing and publishing the book involved significant investment in professional support, illustrating the importance of quality in publishing and marketing to establish credibility and authority in the field.

BEST MOMENTS

"I wanted to be able to reach more people and do more stuff."

"It was an absolute gift because could I have carried on doing it for another 10-15 years? Probably."

"If your dog is dog reactive, don't stick them in front of a dog where they're losing it."

"I think the problem is, is that when you walk into these planned routes, you get trapped and caged."

"I think it's quite interesting that you experienced this through an unfortunate accident."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton engages in a dynamic conversation with Gerard O'Mahony from Petfellas, exploring their extensive backgrounds in the pet industry. Gerard shares insights from his seven and a half years in the sector, including his experience as the managing director at Pedigree. They discuss the complexities of wholesale operations, the challenges faced by independent pet shops, and the importance of authenticity and passion in the pet retail space.

KEY TAKEAWAYS

Wholesalers play a crucial role in the pet industry by acting as intermediaries between brands and independent pet shops. They help brands reach a wider audience but require brands to provide adequate margins and support to effectively sell their products.

The pet industry thrives on passion, with both retailers and consumers deeply invested in the well-being of pets. Authenticity in product offerings and customer engagement is essential for building trust and loyalty among pet owners.

Independent pet shops face unique challenges, including managing a diverse range of products and maintaining customer relationships. They often need to balance the demands of suppliers with the needs of their customers, which can create pressure in their operations.

Brands looking to enter the wholesale market must clearly define their value proposition and understand the competitive landscape. It's important for brands to offer products that fill a niche or provide a unique selling point to stand out in a crowded market.

Creating a positive customer experience through engagement and personalised service is vital for independent pet shops. Retailers should focus on building relationships with customers, as this can lead to repeat business and brand loyalty.

BEST MOMENTS

"I think the deciding price scale is an interesting one, because it will make them look to multi-channel."

"The reality is you've got overheads to cover and there's fixed costs of putting a truck on somebody's door."

"If you want wholesale to sell, you need to pay for it."

"You have to find lighthouse brands, to help them find it as quick as possible."

"You don't end up in front of a pet shop, and you're held accountable for it."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton interviews Matt Cayless, founder of Bubblegum Search, who specialises in helping challenger DTC brands, particularly in the pet wellness sector, scale their businesses through an integrated approach to SEO and digital PR. Matt discusses the importance of niching down in a competitive market, the evolving landscape of SEO in the age of AI, and the need to align marketing strategies to drive organic growth. 

KEY TAKEAWAYS

Integrated SEO and PR Strategy: Successful brands are leveraging an integrated approach that combines SEO, content marketing, and digital PR to build brand authority and drive organic growth.

Importance of Brand Authority: The report highlights that brand authority is crucial for ranking well in both Google and AI search. Brands need to focus on getting featured in high-authority publications to pass valuable links back to their sites.

Challenges of Paid Advertising: Many brands are experiencing rising customer acquisition costs through paid ads, prompting a shift towards organic growth strategies.

Opportunities for Smaller Brands: Despite the dominance of larger, VC-backed companies in the pet food industry, smaller brands can still find success by identifying niche opportunities and focusing on specific keywords where they can compete effectively.

Evolving SEO Landscape: The SEO landscape is changing with the rise of AI and new search features. Brands must adapt by creating high-quality, human-edited content and avoiding over-reliance on AI-generated material to maintain their rankings and visibility.

BEST MOMENTS

"We help challenger DTC brands scale to six and eight figures using our integrated SEO and PR system."

"The panic towards AI is a lot bigger than people realize."

"Digital PR is a great way of not only driving demand but also capturing it."

"If you have got a PR agency, yes, they might be getting some features, but if the goal is to move up in organic search, it has to be aligned."

"You can rank number three or four, and in some instances, you will rank first and second." 

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/ 

https://www.tiktok.com/@petbusinessdisruptors 

https://www.youtube.com/@PetBusinessDisruptors 

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

In this episode, Clayton invites Carolina de Almeida to delve into the ethical considerations within the pet industry, particularly focusing on dog training, nutrition, and daycare services. Carolina, a dog trainer and nutrition consultant, shares her journey and the importance of ethical practices in her work. They discuss the need for better education and transparency among pet professionals, including veterinarians, to ensure the welfare of animals and the informed decision-making of pet owners.

KEY TAKEAWAYS

Importance of Ethics in the Pet Industry: Ethics play a crucial role in the pet industry, influencing everything from training methods to product sourcing. Consumers are increasingly looking for transparency and ethical practices behind the brands they choose.

Challenges in Dog Daycare Services: Many dog daycares operate without proper training or understanding of canine behavior, leading to potential welfare concerns for the dogs.

Need for Stronger Regulation: There is a significant lack of regulation in the pet industry, particularly for service-based roles like dog training and daycare. Stronger legislation is needed to ensure that professionals meet certain educational and ethical standards.

Veterinary Practices and Medication: The use of medications like gabapentin for anxiety in dogs raises ethical concerns. There is a need for more transparency and education regarding the potential side effects of such medications and the importance of exploring alternative, holistic options.

Consumer Awareness and Education: Consumers often lack the knowledge to assess the qualifications and ethical practices of pet service providers. Increased education and awareness are necessary for pet owners to make informed decisions about the care and products they choose for their pets.

BEST MOMENTS

"I think ethics for me is something that has always been really important and is always underpinned my whole career."

"If we need to hurt an animal to teach them something, then it's not worth teaching."

"The daycare section of the industry can be particularly unethical."

"The point of a business is to make money. It's okay to make money ethically."

"Just because something's industry standard doesn't make it right." 

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Today, Clayton interviews Mike Abruscato and Allie Johnson from Brands Best Friend, an e-commerce agency specialising in helping pet brands navigate the complexities of online sales. They delve into the evolving landscape of influencer marketing, emphasising the shift from macro to micro creators and the importance of authenticity in content. They explore the impact of social media and AI on consumer behaviour, highlighting the rise of platforms like TikTok Shop as a game-changer in e-commerce.

KEY TAKEAWAYS

The approach to influencer marketing has shifted from simply gifting products to a more strategic focus on micro-influencers, who often have higher engagement rates and create a sense of trust among their audiences.

Brands should diversify their content across various platforms and formats to avoid audience fatigue. Engaging with multiple influencers and creating varied content can enhance brand visibility and consumer trust.

AI is rapidly changing how consumers discover and purchase products. Brands need to optimise their online presence for AI algorithms to ensure their products are recommended in AI-driven searches.

TikTok Shop is revolutionising e-commerce by combining entertainment with shopping, allowing for a seamless purchasing experience. Brands are encouraged to invest in this platform as it offers lower fees compared to traditional e-commerce giants like Amazon.

The fast-paced evolution of digital marketing and consumer behaviour necessitates that brands remain flexible and ready to pivot their strategies. Complacency can lead to missed opportunities and a decline in market relevance.

BEST MOMENTS

"We help pet brands develop, implement, and manage their e-commerce strategies in the United States or North America."

"Micro creators have a really similar effect on their audiences. They feel like your next door neighbor."

"AI is going to dramatically shorten the pathway to purchase that the average consumer takes."

"TikTok Shop is on its way to being the next Amazon, if not bigger than Amazon."

"The longer you hang on to that traditional model of sales, the more you risk falling behind."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

https://www.linkedin.com/in/clayton-payne-a6772244/

https://www.tiktok.com/@petbusinessdisruptors

https://www.youtube.com/@PetBusinessDisruptors

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/