Standing out in a crowded market can feel like chasing a moving target.

You put in all the work, but just can’t seem to capture customers’ attention.

You’ve tried the usual marketing tricks, but nothing clicks.

It leaves you wondering. . . “what am I missing?” 

It’s not always about offering the lowest prices or the fastest service.

What really makes customers choose you—and stay—is the emotional connection.

One company that’s nailed this? Chewy.

They’ve gone head-to-head with giants like Amazon.

And carved out a loyal customer base by doing something different: empathy.

In this blog, we’ll talk about how Chewy uses empathetic marketing to build deep customer connections.

What is Empathetic Marketing?

At its core, empathetic marketing is about putting yourself in your customers’ shoes. 

It’s about understanding their needs, fears, and desires deeply, and then using that understanding to create meaningful connections.

Now you might say, well that just seems like regular marketing!

Empathetic marketing takes a step further than just selling.

Every interaction is designed to make the customer feel heard and special by using a more personalised approach.

And Chewy excels at this!

What is Chewy?

Chewy is a leading online pet supply retailer founded in 2011.

It has become a go-to destination for pet owners, not just because of its wide selection of products, but because of its exceptional customer service. 

Chewy’s approach is to treat customers and their pets like family.

They’ve infused empathy into every touchpoint with their customers— from personalised cards to 24/7 support and many more!

Customers love them because they feel like Chewy truly cares about them and their pets.

This strategy has paid off big time.

With a valuation of over $15 billion, Chewy has proven that empathy isn’t just good for customers—it’s good for business. 

6 Empathy-Driven Strategies Chewy Uses to Win Over Customers (And How You Can Too)

Chewy really knows how to make pet parents feel valued.

They’ve built a community where everyone feels understood and cared for.

You can see how they take the time to get to know their customers and what they need.

So, let’s jump into six strategies Chewy uses that tap into this genuine sense of understanding.

Strategy #1. Thoughtful Surprises that Go Beyond the Sale

Chewy is known for sending handwritten cards to customers.

Yup, completely handwritten!

They send it as a welcome gift, or during pet birthdays, even on Christmas.

Many of their current customers have been excited because, on some occasions, they also send out free pet portraits.

They’ve worked with several artists for this strategy.

Chewy even makes sure that the portrait truly resembles the pet’s photos.

They send back the pet paintings that don’t match so the artist can rework them.

This level of dedication is one of the things that sets Chewy on another level.

One customer even expresses,

“I just want to buy everything from them. They’re a big company. I was shocked that they did something so personal.”

Strategy #2. Emotional Support in Tough Times

One interaction with a customer actually went viral on X(formerly Twitter) a while ago.

She said she was dealing with the grief of losing her dog and noticed her unopened Chewy dog food.

She contacted Chewy to ask if she could return it.

Chewy did something truly generous!

Not only did they give the customer a full refund, but they also asked her to keep their product and donate it instead.

They even provided a list of animal shelters in the area she could donate it to.

After a few days, Chewy had flowers and a personal note delivered to the grieving customer.

Many other Chewy customers saw this hit tweet and expressed the same thing!

Chewy had also sent them flowers and handwritten condolence cards.

Strategy #3. Offer Hassle-Free Service

Chewy’s approach to returns is refreshingly straightforward.

If a product doesn’t work out for any reason, Chewy typically offers a refund without even requiring the item to be sent back.

This no-strings-attached approach turns what could be a frustrating experience into a stress-free one.

They’ve also launched their Autoship service.

This lets customers schedule regular deliveries of pet food and supplies so they don’t have to visit their website every time or go to a pet store.

And if a pet owner wants to delay or cancel their order, they can simply select the “Skip Shipment” or “Cancel This Autoship” button— no fees or penalties!

They also send an email reminder a few days before shipment to make sure you’re aware of the upcoming delivery.

Chewy’s Autoship program has done wonders for customer loyalty.

In 2023, 75% of their sales were because of this programming.

They had a record-breaking $2.78 billion in sales which was 14.7% more than the previous year.

Strategy #4. Being Available and Responsive 24/7

Chewy’s customer service team is available around the clock.

They’re called the “WOW Team.”

Chewy trains them to go above and beyond!

They’re empowered to go off-script and find creative ways to accommodate customers.

Not only that, but Chewy also provides licensed veterinarians always on-call for any customer questions!

Sumit Singh, Chewy’s CEO shares:

 “We have veterinarians that have stayed with customers for more than two hours to provide education, awareness and comfort to pet parent customers.”

Strategy #5. Knowing Your Customers’ Needs Before They Ask

Chewy is always proactive when it comes to customer needs.

In one instance, a customer left a negative review about a cat litter product on Chewy’s page.

Do you know how they responded?

They sent that customer an incredibly personalised email.

She notes she wasn’t expecting it at all!

They acknowledged that sometimes their products may be a swing and a miss to some pets.

Of course, they also gave a full refund without the customer asking.

What’s more?

Chewy did deep research to find cat litter that would be better suited for the customer’s cat.

They suggested 4 other different brands!

This just goes to show that Chewy puts customers first and profits last by even suggesting competing brands.

Strategy #6. Engaging on a Personal Level Through Social Media

Chewy uses social media to do more than promote products—they use it to build a community.

They run interactive campaigns, such as encouraging pet owners to share their pet stories or photos.

They also frequently respond to customer posts and engage with users in meaningful ways. 

Strengthen Customer Connections by Using Care, Not Just Sales Tactics

At the heart of Chewy’s success is their ability to show genuine care for their customers.

They don’t just sell products—they invest in relationships.

By paying attention to what their customers need (and want), they’ve turned everyday pet owners into loyal customers.

You don’t need a big budget to show you care. 

It might take a lot of your time to personalise and tailor your service to every customer, but it will pay off in the long run.

Because small, thoughtful gestures can have a big impact.