Sell the job, not the SKU
Identify the customer job behind a pet product request before recommending a SKU.
The move: translate the item request into the job behind it. A pet owner rarely walks in with the full problem statement. They walk in with a product name: "I need a better litter," "Do you have calming treats," or "Where are the puppy harnesses?" Jobs-to-be-Done says the useful unit of analysis is not the demographic or the SKU. It is the progress the customer is trying to make in a specific circumstance. In pet retail, that progress has three layers. The functional job is the task: reduce odor, stop slipping, keep a dog occupied, make feeding simpler. The emotional…
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