For many, brand loyalty just means repeat customers.
But it’s more than that.
Because loyalty can often feel like an abstract concept, let’s break down one of the most successful modern brand loyalty strategies: Chewy.
Chewy is a giant in US pet products, advice, and services, loved by millions—and it’s no accident. People love the brand, keep coming back, and many have become ambassadors.
So, how did they do it? In this article, we’ll look at Chewy’s approach to brand loyalty, step by step—so you can use these lessons to build unbeatable loyalty for your own brand.
But first: what is brand loyalty, and why is it more than repeat business?
Loyalty is when a customer feels a clear emotional preference for your brand. Think of it like the difference between a friend and a best friend.
In a previous article, we outlined the five characteristics of true brand loyalty and the seven steps to build it (quite a comprehensive checklist, right?). For reminder,
The five main characteristics:
- Emotional connection
- Resistance to competition
- Positive word of mouth
- Repeat purchase
- Tolerance for price changes
If any of these are missing, you don’t truly have brand loyalty.
Now, let’s see how Chewy built its own brand loyalty, step by step.
Chewy Case Study: How to Build Brand Loyalty in 7 Steps
1. Clear, Memorable Brand Identity
Chewy gets brand identity right. Animals are emotional, sure—but building a real brand around them takes more than just cute puppies and kittens.
Chewy has a catchy name, a signature color scheme, and a voice you can recognize instantly.
Scroll through their Instagram—nearly a million followers—and you’ll see it in action: fun cartoons, heartwarming stories, and a mix of serious, informative posts, all with a playful, warm tone. They manage to balance reassurance with smiles. That’s brand identity in action.
You’ll also spot the Chewy blue box everywhere—easy to recognize from a distance. Plus, because pets love boxes, Chewy’s packaging gets tons of organic mentions online.
A brand without a strong identity won’t stick in people’s minds. You need consistent brand assets, and a proven way to do that is through brand association—connecting your brand with something your customers already love. Want to dive deeper? Brand Association: What It Is & How to Build It (with Examples).
2. Overdeliver on Customer Service
For most companies, customer service is a pain point.
“To speak to our team, press 3…”
But for Chewy, it’s their superpower. People love it. One Reddit user captured it perfectly: “chewys customer service is phenomenal I could cry.”
Chewy overdelivers at every step. If there’s one lesson to take from this article, it’s this: they look for the worst moments in the customer journey and turn them into positive ones. Do this, and you’ll earn lifelong customers.
Their most famous example?
Chewy understands that losing a pet is devastating. Many customers forget to cancel their subscription after this loss. Chewy not only refunds, but also sends flowers, cards, and even animal portraits. These gestures are legendary online. Search Reddit or X and you’ll find story after story: lost a pet, received flowers and a card; wrong order, got a refund and a suggestion to donate to a local shelter; damaged product, got a replacement overnight.
These gestures create unforgettable positive experiences. For Chewy, it might look like a financial loss at first, but it builds loyalty, sparks word of mouth, and keeps people coming back when they’re ready for a new pet.
And it doesn’t stop there. Chewy also nails every customer service element:
- Availability: 24/7 support by phone, chat, and even live with a licensed vet. If your pet is sick at midnight, Chewy is there.
- Hassle-Free Refunds: Quick refunds and replacements; often, they suggest you donate mistaken items to a shelter.
- Fast Fixes: Overnight replacements for damaged products, sometimes resolved just from a review.
- Personalized Surprises: Hand-painted pet portraits, handwritten cards, flowers—Chewy turns customers into lifelong fans.
A big factor is how much agency Chewy’s team has. Most problems get solved on the spot—no manager needed, no cutting corners or stingy policies.
The result? People stick with Chewy, even if competitors offer discounts. The emotional connection is so strong that switching isn’t worth the risk.
3. Personalization at Its Best
Personalization isn’t just a name on an email. Chewy gets it right. From handwritten notes, flowers, and birthday cards for pets, to tailored product recommendations and even hand-painted portraits as surprises, Chewy goes above and beyond.
Every interaction feels personal. This bridges the digital experience with a real-world bond, turning customers into loyal fans.
The result? Customers feel truly seen—not just as orders, but as people (and pets!) with unique stories.
4. Establish Habits & Reward Your Clients
Chewy makes it easy for customers to build habits. Their subscription (autoship) service is a game changer—regular deliveries of food and supplies, always on time. Plus, surprise boxes and rewards keep things fresh and fun, so customers have new reasons to look forward to every order.
If something goes wrong—like a late delivery—they act fast, so nobody’s pet goes hungry. That reliability keeps people coming back.
Chewy’s loyalty program offers free shipping, discounts, rewards, and exclusive offers. They even let you try it for 30 days free, lowering the barrier to entry. It’s easy to join and loaded with value—making customers feel appreciated from day one.
5. Ensure Quality—Consistently
Chewy’s reputation isn’t just built on friendly service—it’s built on delivering the right product, in the right condition, every single time. Quality, for Chewy, is about reliability and trust at every touchpoint.
How do they do it?
- Carefully Curated Product Selection: Chewy partners only with trusted brands and suppliers, ensuring every item meets strict standards for safety and satisfaction. Their pharmacy services are licensed and staffed by professionals, so pet medications are handled with the same diligence as human prescriptions.
- Rigorous Quality Control: Inventory is monitored in real time, and products are stored and handled in climate-controlled, clean environments. If an item doesn’t meet standards, it doesn’t ship.
- Consistency at Scale: With state-of-the-art fulfillment centers, Chewy uses automation and careful process design to minimize errors. Every order is checked for accuracy, and technology helps catch mistakes before they reach the customer.
- Proactive Problem Prevention: Chewy constantly analyzes order data, customer reviews, and return rates to spot quality trends early. If a batch or supplier falls short, they act fast to correct issues or remove products—protecting both pets and brand trust.
- Transparent Communication: If a quality issue does arise (such as a manufacturer recall or supply delay), Chewy notifies affected customers directly and offers clear solutions—never leaving a problem to chance.
The result?
Customers know they can rely on Chewy for safe, authentic products and a hassle-free experience, every time they order. For Chewy, quality isn’t an afterthought—it’s a promise, and it’s consistently kept.
6. Know Your Audience Like No One Else
Chewy knows pet owners treat their animals like family. It’s why their audience category is “pet parents.” That’s reflected in everything from their product range to their blog content and their 24/7 support.
How does Chewy achieve this?
- Data-Driven Insights: They study shopping habits, preferences, and feedback to anticipate what pet owners need—sometimes before they ask.
- Real Conversations: Chewy listens to customer reviews, direct feedback, and social media, adapting quickly to what matters most. Here are 4 ways you can track your brand
- Tailored Content: Their blog, emails, and social posts answer real questions and strengthen the human–animal bond.
- Support for Every Stage: Chewy caters to new puppy owners and senior pet parents alike, ensuring everyone feels seen.
The result?
Customers feel understood, valued, and supported—no matter where they are on their pet journey.
7. Involve Customers and the Community
Chewy is deeply involved in every stage of the pet parent journey, building genuine connections and a sense of community.
With the “Chewy Gives Back” initiative, they’ve donated over $183 million in pet food and supplies to shelters and rescues since 2012—and they don’t stop there.
Chewy encourages customers to get involved, too, making it super simple to support local shelters, promote pet adoption, or pitch in during feel-good campaigns (like waiving adoption fees over the holidays).
Here’s something cool: if you get the wrong product or can’t use something, Chewy often tells you to skip the hassle of a return and donate it to a shelter instead. It’s a win-win for customers, pets in need, and local rescues—and it turns everyday shoppers into real advocates.
Chewy also puts the spotlight on adoptable pets, partners with rescues, and makes it easy for customers to connect with causes they care about—all right from their site.
What can we learn from Chewy’s exceptional brand loyalty building?
We can notice that Chewy nails every characteristic of brand loyalty, with unique solutions and a personal touch at each stage. Ironically, their loyalty program—the thing most brands obsess over—is probably the least original part of their strategy.
For each characteristic, Chewy doesn’t just offer a single solution, but often goes above and beyond with multiple approaches—showing the extra effort they put in for each customer.
Notice how these solutions are interlinked: personalization boosts customer service and emotional bonds; knowing customers allows Chewy to involve them and build a strong identity. It’s not a checklist—it’s a system.
Is Chewy perfect? Of course not. If you check online, you will always find unsatisfied customers—but there’s no doubt that customer satisfaction and loyalty are at the core of their brand.
Chewy shows what’s possible when you add a personal touch and go above and beyond on brand loyalty—something any business can strive for. Now, consider how your own brand can put these qualities into action, no matter your unique challenges.
Brand loyalty is just one of 20+ metrics you can track with our brand tracking solution. Want reliable feedback on your brand and competitors—direct from real buyers, with no months-long setup? Check out our brand tracking solution.
