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Musti Group strengthens its ecosystem with new digital services

Musti Group plc                        Press Release 6 September 2021 at 9.30 a.m.

Musti Group strengthens its ecosystem with new digital services

Musti Group’s mission is to make the life of pets and their parents easier, safer and more fun throughout the whole lifespan of the pet. In addition to the product offering, we want to provide the customers with full experience of services – both physical and digital.

The customer growth continues strong. In June-August 2021, the number of new puppy customers grew by 35% compared to same period previous year. Musti Group is building an ecosystem for our customers to serve all their needs, from being a helping hand during the puppy and kitten phase through the whole lifecycle of a pet. Currently, Musti Group’s ecosystem consists of loyalty program and puppy and kitten club, training, grooming, insurance, vet services and fast deliveries, to name some. The aim is to widen the ecosystem to carefully chosen areas to create a one-stop-shop for the customers – all you need is Musti.

A key to accelerating Musti Group’s ecosystem has been the radical transformation of our digital platform over the past few years. As a new part of the ecosystem, to digitalize Musti’s award winning face-to-face customer experience, Musti Group is launching a new digital entity constituting of three different digital services: live shopping, masterclasses and book an expert service. For Musti Group it is important to simplify the pet parents’ needs and we believe that the new services complete the already extremely successful physical services.

Live shopping allows Musti store personnel to give customers engaging and entertaining dialogue in real-time with our customers. Live shopping recreates the store experience for Musti Group’s omnichannel customers.

Musti masterclasses offer the customers the possibility to get in-depth education online relating to pet parenting on various topics e.g., nutrition, veterinarian, behavior and training or specific needs in puppy and kitten phase. This is a way for Musti Group to scale up these services for all pet parents in an easy way

With the book an expert service, customers can reserve themselves one-to-one time with a Musti expert specialized in in different areas helping them with the customer’s specific needs.

All the new digital services are supported by online content with a library of helpful guidance for pet parents and will be launched during the first and second quarter of the financial year 2022.

Musti Group believes the end-to-end ecosystem presents a unique value proposition enhancing and strengthening sticky customer relationships and differentiating us from the competitors. We believe strongly that when customers spend more time in our ecosystem and shop more of our categories and channels, their spend and our share of wallet increase exponentially. Building a one-stop-shop ecosystem is a strategic differentiator to drive growth going forward.

Additional information:

David Rönnberg

CEO, Musti Group

tel. +46 70 896 6552

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Musti Group in brief
Musti makes the life of pets and their owners easier, safer and more fun. We are the leading Nordic pet care company, and we operate an omnichannel business model to cater for the needs of pets and their owners across Finland, Sweden and Norway. We offer a wide, curated assortment of pet products. We also provide pet care services such as grooming, training and veterinary services in selected locations.

Musti Group’s net sales were EUR 284 million in the financial year 2020. At the end of the financial year 2020, the company had 1,162 employees, over one million loyal customers and 293 stores.

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