How Pet Brands Can Build Successful Subscription Models

The pet industry is booming, and subscription models have become a go-to strategy for brands looking to generate recurring revenue, strengthen customer loyalty, and increase lifetime value (LTV). Pet owners love the convenience of auto-replenishing essentials like food, treats, and supplements, while brands benefit from a steady revenue stream and predictable inventory planning.

However, not all pet subscription services succeed. While some brands build loyal customer bases and scale profitably, others struggle with or fail. So, what separates winning pet subscription models from those that struggle?

The brands that thrive are those that prioritize personalization, increase AOV with smart bundling, engage customers through marketing, and implement retention strategies that reduce churn.

In this article, we’ll break down the key factors behind successful pet subscription businesses and provide actionable steps to help your brand create a subscription that customers actually stick with.

Understanding the Challenges of Pet Subscription Models

Subscription models offer a strong opportunity for pet brands, but they also present unique challenges. To succeed, brands must address these challenges with a well-structured offer, flexible customization, and smart retention strategies.

Low AOV Hurts Profitability

Unlike high-ticket subscription services in beauty or fitness, pet essentials like food, treats, and toys typically have lower price points. This creates several challenges:

• Customer acquisition costs (CAC) are difficult to recover if subscribers cancel early.
• Pet owners tend to buy only what they need, limiting opportunities to increase order size.
• Shipping and fulfillment costs eat into already thin margins, making small orders less profitable.

High Churn Rates Due to Pet Growth

Unlike human subscription services, pet needs change over time more rapidly. Puppies transition to adult food, senior pets require specialized diets, and toy preferences evolve. 

Without adaptability, many customers cancel their subscriptions.

• Pet owners may outgrow a subscription if they accumulate too many products.
• Seasonal changes affect buying behavior, leading to pauses or cancellations.
• As pets age, their nutritional and wellness needs shift, requiring different product offerings.

Subscription Fatigue

Many pet brands struggle with keeping their subscriptions fresh and engaging. Customers lose interest if they receive the same products repeatedly or feel they are not getting enough value.

• Receiving identical treats, toys, or supplements each month can feel repetitive.
• Overstocking on pet supplies may lead customers to cancel or pause their subscription.
• If the subscription lacks variety or exclusive benefits, customers may switch to a competitor.

A Competitive Market Makes It Hard to Stand Out

The pet subscription space is crowded, with established brands like Chewy, BarkBox, and The Farmer’s Dog dominating the market. Smaller brands must find ways to differentiate themselves.

• Larger companies have bigger marketing budgets and stronger brand recognition.
• Many customers shop based on price, making it difficult for smaller brands to compete without a unique selling point.
• Without personalization or exclusive benefits, customers have little reason to remain loyal.

Addressing these challenges requires careful planning, strong customer engagement, and continuous optimization..

Key Elements of a Winning Pet Subscription Model

Successful pet subscription businesses focus on personalization, flexibility, and customer engagement. Pet owners are more likely to stay subscribed when they feel their plan is tailored to their pet’s unique needs and offers ongoing value.

Offer Personalization & Flexibility

Many pet owners cancel subscriptions when the products they receive are no longer relevant. 

A puppy that starts on a specific meal plan may need a different formula as it grows, or a dog with changing dietary restrictions may require an adjustment in treats. 

Without flexibility, customers are more likely to opt out rather than adapt their subscription.

To reduce churn and keep customers engaged, brands should offer customization options based on:

• Pet size, breed, and age – Ensuring products evolve as the pet grows.
• Dietary restrictions or preferences – Catering to allergies, sensitivities, or ingredient preferences.
• Product preferences – Allowing customers to choose between toys, treats, or wellness-focused items.

Brands that offer customers the ability to swap products, pause their subscription, or upgrade to a premium plan create a more positive and adaptable experience. 

This flexibility reassures pet owners that their subscription will always align with their pet’s changing needs.

The Farmer’s Dog is a strong example of a pet brand that effectively personalizes its subscription model. Customers provide details about their pet’s age, breed, weight, and dietary needs, and the company tailors meal plans accordingly. 

This level of personalization not only increases customer satisfaction but also reduces churn, as pet owners feel they are receiving a product designed specifically for their pet.

By prioritizing personalization and flexibility, pet brands can improve retention rates, enhance customer loyalty, and create a subscription service that adapts alongside the pets it serves.

Increase AOV with Bundles & Tiered Pricing

One of the biggest challenges in pet subscriptions is low average order value (AOV). Since many pet products have lower price points, it can be difficult for brands to justify customer acquisition costs. 

The most successful subscription services overcome this by offering bundles, multi-month plans, and premium tiers that encourage larger purchases and long-term commitments.

Bundle Essential Items to Increase Cart Value

Pet owners already purchase essentials like food, treats, and supplements regularly. Bundling these products into a single subscription makes shopping more convenient while also increasing AOV.

Instead of subscribing to a single product, customers receive a curated mix of high-value, complementary items, which creates a better overall experience.

• Food + treats + supplements – A well-balanced package that meets a pet’s nutritional and wellness needs.
• Seasonal bundles – Special boxes for holidays or changing weather conditions (e.g., allergy relief in spring, paw balm in winter).
• Customizable boxes – Allowing customers to choose their preferred mix of products keeps subscriptions engaging and relevant.

Encourage Long-Term Commitments with Discounted Multi-Month Plans

Pet brands can increase retention by offering discounted pricing for longer commitments. 

Instead of charging customers month-to-month, offering three-month, six-month, or annual plans incentivizes subscribers to stay longer while helping brands secure predictable revenue.

• A 10% discount for a three-month plan can reduce cancellations and improve retention.
• A free product or bonus item for annual subscribers adds extra value and encourages upfront payments.
• Limited-time promotions on extended plans can create a sense of urgency for customers to commit.

Offer VIP or Premium Tiers with Exclusive Perks

Some pet owners are willing to pay more for added benefits. By creating tiered pricing models, brands can cater to different customer segments while increasing AOV.

• VIP memberships with perks like free shipping, early access to new products, or birthday gifts for pets.
• Premium subscription tiers that include higher-end products, such as organic treats, custom toys, or wellness consultations.
• Priority customer service and vet consults as part of a premium package, adding an extra layer of value beyond just physical products.

BarkBox has successfully increased AOV by offering premium add-ons and upsells. Customers can upgrade to the “Super Chewer” box, which includes more durable toys for heavy chewers, or purchase seasonal bonus boxes for special occasions.

By providing additional options, BarkBox not only boosts revenue but also enhances customer satisfaction by ensuring each box feels fresh and exciting.

Make Subscriptions Feel Fresh & Exciting

One of the biggest reasons customers cancel pet subscriptions is product fatigue—receiving the same items over and over again makes a subscription feel repetitive and unnecessary. 

To keep customers engaged, successful pet brands add variety, exclusivity, and surprise elements that make each shipment feel special.

Rotate Monthly Themes or Seasonal Items

Changing up product offerings on a regular basis helps prevent boredom and keeps customers looking forward to their next box. Brands can create monthly themes or introduce seasonal products to align with holidays, weather changes, or trending pet needs.

• Spring allergy relief boxes with paw balms and anti-itch shampoos.
• Summer adventure kits featuring travel-friendly bowls and cooling mats.
• Holiday-themed boxes with festive toys, treats, and accessories.

By making each delivery feel unique, customers remain engaged and are less likely to cancel due to lack of variety.

Offer Limited-Edition or Exclusive Items

Subscribers should feel like they’re getting something special that’s not available to non-members. Pet brands can create a sense of exclusivity by including limited-edition products, early access to new items, or subscriber-only perks.

• Exclusive toys or treats that can’t be bought separately.
• First access to new product launches before they hit the general market.
• Special discounts or bonus items for long-term subscribers.

This approach strengthens brand loyalty and increases the perceived value of the subscription.

Surprise Customers with Bonus Gifts & Personalized Touches

Adding unexpected extras to subscription shipments can enhance customer satisfaction and make the experience feel more personal. Small touches like handwritten notes, birthday surprises for pets, or loyalty rewards make a lasting impression.

BarkBox has mastered the art of making subscriptions feel fresh and exciting. Each month, subscribers receive a themed box (e.g., “Jurassic Bark,” “New York City Pups,” or “Halloween Howlers”) with unique toys, treats, and accessories. 

This creative approach turns each delivery into an event, keeping customers eager for what’s next and reducing churn.

Use Smart Retention Strategies to Reduce Churn

One of the biggest challenges for pet subscription businesses is keeping customers subscribed long-term.

Even satisfied customers may consider canceling due to changing pet needs, financial reasons, or product fatigue. 

To minimize churn, brands need to implement smart retention strategies that make it easy for customers to adjust their subscription rather than cancel it entirely.

Offer a “Pause” Option Instead of Cancellation

Sometimes, pet owners don’t want to cancel their subscription permanently—they just need a break. 

Giving customers the ability to pause their subscription for a set period rather than canceling altogether can help retain them in the long run.

Allowing flexible pause options reduces frustration and keeps the door open for future renewals.

Suggest Alternative Products That Fit Their Pet’s New Needs

Many cancellations happen because a pet’s diet, size, or lifestyle changes over time. Instead of letting these customers go, brands should offer alternative products that better fit their evolving needs.

• If a customer is canceling puppy food, recommend an adult formula instead.
• If a dog has outgrown soft plush toys, suggest tougher chew toys.
• If a pet develops dietary restrictions, offer allergen-friendly treat options.

By proactively matching products to a pet’s life stage and needs, brands can keep customers engaged even as their pet grows.

Provide a Discount or Incentive to Stay Subscribed

Before a customer cancels, offering an exclusive discount, free product, or loyalty reward can make them reconsider.

• A 10% discount on the next renewal can encourage customers to stay.
• A one-time free gift (such as an extra toy or bag of treats) can provide added value.
• A loyalty reward system where long-term subscribers earn perks can increase retention.

By giving customers a reason to stick around, brands can reduce unnecessary churn and strengthen customer relationships.

Monitor Subscription Analytics to Identify Churn Triggers

Understanding why and when customers cancel allows brands to adjust their strategy and proactively address potential drop-offs. Pet brands should track key churn indicators to identify patterns and implement targeted retention strategies.

• Track cancellation reasons – Are customers canceling due to too many products, the wrong fit, or better alternatives? Analyzing feedback can help refine product offerings and improve customer satisfaction.
• Identify drop-off points – Do cancellations spike after three months, during seasonal shifts, or at a specific stage in a pet’s life? Recognizing these trends allows brands to introduce timely interventions.
• Offer pause options or personalized alternatives – Some customers may not want to cancel but need a break or a better-suited product. Providing flexibility, such as pausing subscriptions or switching to a different tier, can keep them engaged.
• Test different retention incentives – A/B testing discounts, loyalty perks, or surprise gifts can reveal what best persuades customers to stay subscribed.

Chewy uses customer data to predict when a pet’s needs will change and proactively recommends new products. 

If a puppy food subscriber is approaching their pet’s first birthday, Chewy suggests transitioning to an adult formula before the customer even considers canceling. This proactive approach keeps subscriptions relevant and reduces churn.

Marketing & Customer Engagement Strategies for Subscription Success

A great subscription model is only as successful as its ability to attract, engage, and retain customers. 

With so many pet subscription options available, brands must stand out by leveraging social proof, optimizing email and SMS marketing, and building partnerships with influencers and pet communities. These strategies create stronger customer relationships and encourage long-term commitment.

Leverage Social Proof & User-Generated Content (UGC)

Pet owners trust the experiences of other pet parents. Seeing real pets enjoying a subscription box, treat, or toy builds credibility, excitement, and a sense of community.

Ways to incorporate social proof into marketing:

• Encourage subscribers to post unboxing videos and pet reactions on social media.
• Feature customer testimonials and reviews in email campaigns, ads, and product pages.
• Run social media contests where customers can share photos of their pets using subscription products in exchange for prizes or discounts.

BarkBox has built a loyal community by encouraging customers to share videos of their dogs reacting to each month’s themed box. These viral moments not only boost engagement but also drive organic referrals and word-of-mouth marketing.

Optimize Email & SMS Marketing for Retention

A well-executed email and SMS marketing strategy keeps subscribers engaged, reduces churn, and maximizes lifetime value. The key is personalization and timely communication.

Best practices for email and SMS marketing:

• Send personalized product recommendations based on a pet’s breed, age, and order history.
• Automate renewal reminders so customers aren’t surprised by a subscription charge.
• Offer exclusive subscriber-only promotions, such as early access to new products or limited-time discounts for multi-month renewals.

Partner with Influencers & Pet Communities

Influencer marketing and community partnerships help pet brands expand their reach and establish trust. Pet owners are more likely to subscribe when they see someone they follow and respect recommend a product.

How to leverage influencer and community marketing:

• Collaborate with petfluencers—social media personalities who specialize in pet content.
• Partner with rescue organizations and shelters to donate products and build goodwill.
• Offer referral bonuses for subscribers who bring in new customers.

Petco regularly works with pet influencers and advocacy groups to reach engaged audiences and showcase its products in an authentic way.

Choose the Right Subscription Management Platform

Selecting a subscription management platform is essential for handling recurring payments, customer preferences, and seamless order processing. The best platforms integrate with e-commerce stores and provide built-in retention features.

Top platforms to integrate into your pet brand Shopify store include: 

• Recharge – A leading solution for managing subscriptions within a Shopify store.
• Loop – Provides AI-driven retention strategies, churn prevention tools, and smart bundling options.
• Bold Subscriptions – Offers flexible subscription customization, bundling, tiered pricing, upsells, and seamless checkout integration.
• Klaviyo enables brands to send personalized email and SMS campaigns based on customer behavior, improving engagement and retention.

Using AI-driven recommendations within these platforms allows brands to suggest the right products at the right time—whether it’s adjusting meal plans for a growing puppy or recommending a seasonal treat box.

Building a Pet Subscription Model That Grows With Your Customers

A pet subscription model isn’t just about recurring revenue—it’s about building a long-term relationship with pet owners. The brands that succeed are the ones that evolve alongside their customers, offering flexibility, value, and a sense of community that keeps subscribers engaged.

If you’re already running a subscription, take a moment to step into your customers’ shoes. Does your service still fit their pet’s needs six months down the line? Are you giving them reasons to stay, or are they quietly slipping away?

If you’re considering launching a subscription, start with one core idea: What can you offer that makes life easier, more enjoyable, or more rewarding for pet owners? Nail that, and the rest—retention, AOV, engagement—becomes much easier to optimize.

The pet industry is growing, but so is the competition. The brands that thrive will be those that see subscriptions not as transactions, but as an opportunity to build lasting trust.

About the Author: As the Director, Marketing at adQuadrant, Nick Grant leverages more than 20 years of experience working across a variety of tech verticals. Nick grew up in California and earned his BS in Business with a concentration in Entrepreneurship. After college, he relocated to Seattle to pursue his passion for startups, where he worked at various dot-coms before co-founding a successful visual strategy agency in 2010. Now back in California, Nick spends his time hiking around San Luis Obispo County with his wife and son, honing his talent as a concert photographer, and perfecting his handstand skills.