The Choice of Specialized Distribution Channels
Health Nutrition results in the development of ever more precise foods that meet the specific nutritional requirements of dogs and cats.
Consequently, Royal Canin’s nutritional product lines are very extensive and structured, and they’re reaching such a degree of precision and technicality that, to market them, you especially need supporting advice and services. "The Animal Comes First" is indeed what has imposed the choice of specialized distribution made by Royal Canin since its founding. The knowledge and expertise of breeders and veterinarians as well as the specialist retailers’ shrewd advice are indispensable to accompany an ever more specific nutritional offer and meet the demands of owners who pay ever more attention to the well-being and health of their animals.
Royal Canin's three strategic pillars
Brand development via and with the help of specialist retailers is one of the pillars of Royal Canin’s strategy. It has relied for its success on exclusive product lines dedicated to its different partners. This choice has always been conducted with a view to satisfying the real nutritional requirements of dogs and cats while providing prescribers and specialist retailers with an added value that meets their real expectations. For instance:
- to breeders and professionals, offering optimal answers to the issues of reproduction and breeding, as well as to the specific requirements of working dogs, assistance dogs or utility dogs...
- to veterinarians, contributing to the broadening of their activity thanks to well-adapted physiological or therapeutic products specially designed for them;
- to points of sale, providing innovative high-value-added lines that contribute to their rapid growth.
Of course, innovation plays a major role in the ties that unite Royal Canin and its preferred partners, namely prescribers and specialist retailers: it is an essential driving force behind our growth and stands as a bulwark against any tendency of our offer to become commonplace. Nevertheless, beyond innovation and highly effective nutritional answers, differentiation also relies on choice, advice and services. Such a hyperspecialization of our partners is a major asset and stands as a formidable lever for their development. This evolution is strongly encouraged and supported by Royal Canin: training, merchandising, promotional activities and, more generally, sales aids are among the resources the brand puts at the disposal of its partners. Without forgetting, of course, Knowledge sharing through many publications, scientific works, congresses or forums.