Home SMART 100 (2013) Subscription Pet Food Delivery (NSW) – 2013 Anthill SMART 100

Subscription Pet Food Delivery (NSW) – 2013 Anthill SMART 100


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This innovation came to life when…

We launched our first version of the www.pawsforlife.com.au website offering pet food delivery on a subscription basis.

At the time, there was no off-the-shelf software in the market able to support multi-item, multi-frequency subscription-based e-commerce so the site was custom-built, launched and began the process of finding customers. We have been through several iterations of the software but are still on the journey of attracting customers to this day.

It was the first service of its type in Australia.


The purpose of this innovation is to…

Allow a customer to have their pet supplies delivered to their door automatically every few weeks (customers can select how often they want their delivery based on their pet’s needs).

It does this by…

Allowing customers to schedule pet food deliveries to their door through a fully custom-written website which is supported by a proprietary ERP / WMS and national delivery footprint.


This innovation improves on what came before because…

You no longer have to waste your weekends driving to the vet/pet store to buy the same food you always buy for your dog/cat. And you can save hundreds of dollars a year in the process simply by having it delivered to your door!

The benefits to the customer/end-user include…

Convenience — no more trips to a pet store.
Flexibility — cancel, delay or bring forward your next delivery at any time. No lock-ins, contracts or catches.



In the past, this problem was solved by…

Going to the shops…

Its predecessors/competitors include…

PetBarn (100 stores in Australia), PetStock (100 pet stores), city farmers and www.dogfood.com.au.


This innovation is made for…

Time-poor pet owners who value their time with their family and pets over shopping for pet food.


It is available for sale through…


Our marketing strategy is to…

We use a data-driven, multi-channel marketing strategy which includes SEM, SEO, shopping aggregators, outdoor media, radio and print (amongst other channels).

We have had over 50,000 deliveries to happy pet customers to date.

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.