While serving diverse pet care needs, HUFT struggled with different engagement tools for various touchpoints, preventing a unified view of customer behaviour.
CleverTap has been instrumental in unifying our customer engagement. The platform’s ability to understand and automate engagement based on pet-specific needs has helped us replace our fragmented approach with a pet-centric, cohesive strategy that is delivering valuable results.”
As India’s leading pet care brand, Heads Up For Tails (HUFT) provides innovative products and services to help pet parents meet the needs of their pets. Over the past 17 years, the company, founded and led by pet parents, has earned the trust of over 1 million families. Today, HUFT has expanded to 100+ stores across 20+ cities and offers over 400 India-first products. To deepen its customer-centric approach, HUFT recognized the need for a unified platform that could provide a holistic view of customer behavior and automate personalized communication. After a thorough search, the company chose CleverTap for its robust analytics and engagement. For more than two years, these capabilities have played a central role in HUFT’s customer engagement strategy.
While serving diverse pet care needs, HUFT struggled with different engagement tools for various touchpoints, preventing a unified view of customer behaviour.
Creating segments based on pet preferences, purchase history, and engagement patterns was cumbersome, slowing down the marketing team’s ability to deliver contextual messaging.
HUFT consolidated its user data and engagement efforts on CleverTap, creating a single source of truth that unified customer insights and powered hyper-personalized communication. With end-to-end analytics and attribution, the team gained granular visibility into the performance of CRM activities, helping them understand what drives engagement and fine-tune targeting strategies. CleverTap’s unified platform also enabled HUFT to automate complex journeys, streamline operations, and deliver experiences that felt personal.
Keenly aware that every pet has unique needs, HUFT creates sophisticated, pet-based customer journeys. With CleverTap, HUFT automatically tracks when customers purchase specific pet food brands and sizes, then sends personalized replenishment nudges through automated journeys. Moreover, dynamic segments help the brand target pet parents based on their engagement with specific product categories – purchases, add-to-carts, and views – to deliver relevant messaging for different pet care needs.
HUFT optimized its channel mix using CleverTap’s omnichannel messaging capabilities to deliver timely, personalized communication across email, push, and WhatsApp. Emails are now more contextual and precise, aligned to user behavior and trigger-based actions that drive higher engagement. WhatsApp goes beyond broadcast campaigns, serving as a key component in tailored customer journeys that consider each pet parent’s recent purchasing behaviour and preferences. Together, these efforts reinforce HUFT’s commitment to thoughtful, data-driven engagement rooted in the joy of pet parenting.
Heads Up For Tails is focused on expanding its communication capabilities. Rich Communication Services (RCS) messaging integration with visual and interactive elements is set to happen. The company will also dive deeper into user personalization, leveraging CleverTap’s advanced features to create richer, pet-centric experiences. Another key initiative involves enhancing cross-category recommendations based on individual pet profiles and life stages.
