Puppy purchasing goes online driven by keyword search, an easy-to-use website and great customer service
About two weeks ago, we took a day off to go to Logan and meet our new pug puppy. Parker arrived via American Airlines from Tulsa, OK via Chicago. Parker the Pug was found, purchased and adopted entirely online.
About a week prior to his arrival at Logan, Gail and I got up on a Saturday morning to go pug shopping. Gail started with the newspaper classifieds and found nothing. She promptly switched to Google and entered the keyword phrase “Boston pug breeders”. While several sites popped up on page-one in Google, only one listing was present in both paid and organic search:
The site had a huge selection of dogs (all pug puppies) listed by age, complete with photos and profiles. We debated briefly whether the site was local and then called to find that the site was national and represented a network of breeders from all over the country. Of the two puppies we liked best, one was from Texas and the other was from Oklahoma. The organization is called Pure Bred Breeders and operates dozens of websites specific to individual breeds and states. When we Googled “pug breeders in Sacramento” we got:
It took several calls to conclude that our puppy adoption process was going to be digital. We were impressed with the selection, the screening process for the network, the health certification, their flight center and more. What we were not impressed with was our inability to hold the puppy before the adoption.
Gail finally found a good breeder in Rhode Island with two pugs, one of which she liked… but not as well as either of our two online favorites. So I said to Gail, “If we drive to Rhode Island, you know we will fall in love and come back with a dog. Seems to me that this is no different than picking your favorite from the online photos and descriptions and having him flown to Boston.”
Gail nodded and said, “I think you’re right.”
Our son Ryan was woken for input and agreed the digital option made the most sense.
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So a few hours later, adoption papers were complete and Parker was ours… and it said so on his web page which Gail promptly emailed to all our friends and family.
I thought about the business implications of what we had just done and that it plays out 400 to 500 times per week with Pure Bred Breeders.
Winners: The breeders who get top dollar and no people waltzing through their homes, the buyers who get a much better adoption experience (for a few dollars more), the dogs who go to good homes at the right time and must be raised to meet the standards of the “adoption agency,” and the airlines who fly the puppies in a special temperature controlled compartment designed originally for transporting show dogs.
The losers: Regional newspapers who have lost yet one more source of readership and revenue.
Parker is sleeping under my feet as I type.
All things in life should be so simple.