Chewy has distinguished itself often by doing things that are very human and bespoke-these sort of moments of surprise and delight for customers like pet portraits and birthday cards.
What's well understood is good service, good experience, costs less over time. If you start from that mentality, good experience builds loyalty.
If you agree with the postulate on the purpose of a brand is to acquire and retain customers, then retention and loyalty building is the closest correlation-to building loyalty.
So you can buy dog food from anywhere. We're in the business of selling dog food. But that's not what makes the job fun.
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