BarkBox Customer Journey

Product and Marketing Overview

Company Description

BarkBox is a subscription-based service that caters to the needs of human beings’ best friend, the dog. Among others, the monthly subscription platform allows clients access to a box of toys, treats, and diverse goodies for dogs. The company was founded in 2011 by Matt Meeker and two other counterparts who wanted to come up with a way for people to appreciate their dogs (BarkBox, 2025). The founders were motivated to start the service, having noticed a gap in the subscription service for dog owners: BarkBox Customer Journey.

In light of the gap, the founders wanted to create a subscription-based platform that would offer quality dog food. Since its founding, BarkBox has amassed a significant loyal following composed of clients who order themed boxes customized for their dogs. These boxes contain innovative goodies and treats specifically designed to keep puppies happy and keep their tails wagging.

BarkBox’s commitment to quality has enabled it to establish itself as a staple in the pet industry (BarkBox, 2025). Besides, the fact that the platform solely focuses on dogs has helped it create a value proposition in the pet industry due to its dedication to making dogs happy.

Company Website Link, Location, and Size

Website link: https://www.barkbox.com/

BarkBox leverages its website to engage customers and support its business model. One of the most important sections of the website is the homepage and “About Us” section. Among others, this section contains information about the company, its mission, and the story behind the creation of the company (Salehi et al., 2012).

The information in this section helps customers understand the brand and what it stands for, including the provision of high-quality food for dogs. There is also a news and blog section that provides updates about the company’s engagements, such as product launches and partnerships.

Additionally, the website page is used to sell products. In particular, clients can subscribe to the company’s various offers based on their dog’s age, size, and preferences (BarkBox, 2025). To ensure a flawless experience for customers, the website is designed to make the subscription exercise as simple as possible.

Apart from the subscription service, customers can also order individual products, including toys and food on the platform’s e-commerce section. The e-commerce segment offers customers the freedom to order outside the subscription model. Also, the platform allows clients to customize their dog’s provision based on the size and breed of the dog.

Product/Service Description

After BarkBox’s launch in 2011, the company was off to a great start. In 2012, the platform gained traction among dog owners, leading to a significant growth in its subscription numbers (BarkBox, 2025). Due to the positive signals marked by a growing client base, BarkBox entered into partnerships with other dog brands. The company launched the first themed box in 2013, which enabled clients to order items that would suit the unique needs and preferences of their pets (BarkBox, 2025).

Another major milestone that solidified BarkBox’s leadership position in the pet industry was the introduction of Barkshop, an online retail store providing a range of toys, treats, toys, and other accessories to purchase outside the subscription model. The move to establish an online retail store beside the subscription service enabled BarkBox to reach a wider audience of pet owners outside the traditional subscription-based clients.

In 2019, BarkBox launched a BarkBox Super Chewer, which was tailored for heavy-chewing dogs (BarkBox, 2025). By considering heavy-chewing dogs through durable toys and treats, BarkBox expanded into a new niche market. These product and service provisions have bolstered BarkBox’s position as a leading player in the pet industry.

Company Vision and Mission Statements

Mission Statement

“To make dogs happy and healthy through innovative products and experiences” (BarkBox, 2025).

Vision Statement

“To become a leading brand in the pet industry, known for quality and creativity” (BarkBox, 2025).

Goal, Model, and Unique Value Proposition

Marketing Goal

BarkBox leverages innovative sales and marketing strategies, which have enabled the platform to gain a competitive edge in the pet industry. The company understands that dogs mean more than pets to some owners who consider them as family. To that end, BarkBox leverages the emotional connection between clients and their fluffy companions to target a base that eagerly anticipates monthly supplies to appease their dogs.

To achieve this goal, the company employs different marketing strategies, including captivating social media campaigns, partnerships with influencers, and data analytics to target customers, helping the company establish itself as a powerhouse in the pet industry. In particular, the company leverages social media platforms to market its product offers, given the rise of social media usage among its potential customers. One of the objectives that drive BarkBox’s marketing actions is to connect with potential customers by communicating what it does. Other marketing goals behind the company’s marketing campaigns include establishing brand awareness and driving sales.

Business Model

BarkBox operates a B2C (business-to-consumer) business model, which typically refers to transactions between a business and an end-user of a product or service. It is worth noting that B2C business models gained traction during the Internet era, which made it possible for customers to purchase services and products directly from the business through the Internet (Chen et al., 2019). Since BarkBox’s business model borders around a subscription-based service that relies on the Internet, the company’s model aligns with a B2C arrangement.

One of the distinct characteristics of the B2C models is that it involves mass marketing. A company like BarkBox targets multiple small buyers who may not be reached separately or directly. As a result, businesses that operate a B2C model seek to establish a way they can reach their target market in large numbers (Chen et al., 2019). For instance, BarkBox markets heavily on social media platforms such as Facebook and Instagram.

The company encourages customers to share images and videos of their pets enjoying products from BarkBox to influence the audience to trust its products. Another core characteristic of the B2C model that influences BarkBox’s marketing strategies is that the model is characterized by a short buying decision cycle. Once the target audience encounters marketing messages from BarkBox, they will likely make an instant purchase decision.

Unique Value Proposition (UVP)

One of BarkBox’s value propositions is the ability to offer customized experiences. Through the website, customers can customize their BarkBox orders according to their dog’s preferences, age, and size (BarkBox, 2025). This is particularly important given that some dogs may have allergies to certain food products. Therefore, curating the BarkBox to suit personal preferences ensures that dog owners acquire what is best for their dogs.

Another unique value proposition is the convenience offered by the online shopping experience through BarkBox’s website. With this, customers do not have to visit physical shops to shop for their dogs. Besides, BarkBox’s strong connection to the community fosters loyalty and engagement. The solid connection to the community is a result of the social media campaigns the company undertakes, which helps it share testimonials on how dogs enjoy the company’s products.

Customer Journey Map

References

BarkBox. (2025). BarkBox. BarkBox. https://www.barkbox.com/?srsltid=AfmBOoofXjTWRFvXpzcVGA6bOzFklxc5Y5d_5p1A4h9l52IeKS_Z3opN

Chen, J., Guo, Z., & Tang, Y. (2019). Research on B2C e-commerce business model based on system dynamics. American Journal of Industrial and Business Management, 09(04), 854–874. https://doi.org/10.4236/ajibm.2019.94058

Salehi, F., Abdollahbeigi, B., Langroudi, A. C., & Salehi, F. (2012). The impact of website information convenience on e-commerce success of companies. Procedia – Social and Behavioral Sciences, 57(1), 381–387. https://doi.org/10.1016/j.sbspro.2012.09.1201

ORDER A PLAGIARISM-FREE PAPER HERE

We’ll write everything from scratch

BarkBox

In the first assignment, students will familiarize themselves with their chosen product or service, understand its value proposition, and create a journey map detailing the five steps in the buyer behavior process. This will be a 3-5 page paper covering the company and product overview, company mission and vision statements, marketing goals, business model, unique value proposition, and a customer journey map with the five steps in the buyer behavior process.

BarkBox Customer Journey