Like… WOW. Right?!
While Chewy's slogan is “Where Pet Lovers Shop," let's be honest…
…how many brands are out there in the world “standing” for diversity while having ZERO diversity within their own company?! How many brands are out there talking about the importance of eco-friendly products while packaging everything they sell in plastic bubble wrap and non-compostable materials?!
In that one simple act, Chewy lived up to everything they stood for. It wasn't about being a business, it wasn't about giving us a credit so we could continue shopping with them in the future…
It was an act of kindness from one pet lover to another.
From a marketing standpoint, it's beyond genius. Everyone who shops with Chewy has a pet, and inevitably that pet will pass, and that passing is a delicate moment for Chewy to show just how much they care about that ONE customer.
But it felt so much deeper than that. They understood our core craving—to have our beloved furry family member's passing acknowledged and honored, which is what all pet owners mourning their pets want.
And Chewy knows AND does exactly that.
So what can be learned from this freaking incredible brand interaction?
#1 - Being human goes a long way
When my dad made that first call, the lady didn't mention it was company policy She made the whole experience feel entirely personal to him. Just one person telling another person how sorry she was for his loss rather than making him feel like just another customer in the call queue.
Brands that build real connections with their customers see them as people first. You're not just a venti iced chai latte with oat milk, you're a handwritten name (albeit horrifically misspelled and mispronounced) ordering a drink.
#2 - One extra step makes a HUGE difference
Chewy could have given us business credit or sent an automated email that said, “sorry for your loss, we've cancelled your account." But they didn't—because that wasn't going the extra step to make their customers feel seen and important.
Personal touch seriously stands out—it even has the opportunity to bring people to tears.
It's like when someone sends you a letter with your Etsy order or your automations expert sends a nice gift after working together—that one little thing warms your whole heart and makes you think of that brand/person with love. And that builds connection and loyalty.
#3 - Focus on the bigger picture
While Chewy might have “lost” $110 from refunding us, they gained two lifelong loyal fans who are so touched by what they did that one of them is going to tell everyone how awesome Chewy is, starting with you, First name / friend.
So not only has their act of generosity inspired a conversation about their brand (aka word-of-mouth marketing which is SOOOO important), but also as someone who plans to have many, many animals in my life, I know the exact brand I'll be buying from.
In other words, that $110 will lead to me spending hundreds, if not thousands, of dollars.
Brands that people adore focus on long-term relationships and not short-term gain. They're interested in building a connection that brings people back, even if that's a ways in the future.
#4 - Practice what you preach
The business (and real) world is full of phonies. People who tell you what you want to hear and are up to all kinds of nonsense behind closed doors. Brands that connect with their people and have loyal fans are brands that don't just say they care about [insert generic value].
Instead, they ACTUALLY show up and do the work when the time comes.
They say they makes clothes for all sizes and
actually sell clothes from sizes 00-32 Plus (
Good American). They say they care about the planet and then they donate to the cause they care about (
Patagonia—an extreme, but respectable AF example).
They practice what they preach, proving to customers that they're trustworthy because they mean what they say and stand for.
Bottom line: Chewy is a gift and I'll forever be theirs. Brands that care about their customers and stand behind their values are brands that we can't help but love in return. In fact, we might end up loving them so much that it makes us cry.
And while we're on the subject of things that make people cry… what's something small (and ridiculous) that's made you tear up recently, First name / friend?
An episode of Gray's Anatomy? An empty cereal box that your brother put back in the pantry (and that you were really having a serious, PMSing craving for)?
Reply to this email and let me know!
