PEET Dryer
How To Take On The Competition And Break Into A New Market
The Situation
PEET is one of the top shoe dryer brands in the US and has long targeted hunters and people who work outdoors — an increasingly saturated market. In 2019, PEET kept losing its “Amazon’s Choice” status to rival brands, and competitor share of voice had gone up by 15% year-over-year, suggesting that the competition was closing in. In addition, Netrush data showed an 85% increase in year-over-year cost per click thresholds, indicative of heavy attacks from competitors.
The Netrush Approach
When a market is saturated, there’s only one thing to do: Expand the market. We knew PEET would appeal to another practical audience: moms. So we developed an ecommerce strategy to establish PEET as a family brand and a household staple. Our team overhauled their camo-forward DTC site and Amazon presence with content designed for moms and fully funded an omnichannel mix of digital ads and branded video content targeted toward affluent mothers.
The Results:
TOP LINE SALES
53%
YEAR-OVER-YEAR
NEW CUSTOMERS
32%
ON AMAZON
DTC TRAFFIC
36%
RECLAIMED STATUS AS
#1 searched for boot dryer brand
“Partnering with Netrush has been a great move for our company. Prior to the partnership, we were struggling with our online presence. We took back control of our brand and by doing so strengthened our relationships with our brick and mortar customers.”
— Trask Silva, VP of Operations, PEET Dryer
About PEET Dryer
PEET Dryer joined Netrush as a brand partner in 2015. Inventor and sportsman Gene Peet created the first shoe dryer in 1968 so no one had to wake up to soggy boots. After making dryers for friends and relatives, he decided to start a business. Gene’s son, Blair, started building PEET products at just 10 years old when production, assembly, and packing were done at the kitchen table. The business quickly outgrew the kitchen, expanding in production and products. Today, the PEET team continues to design simple products to solve everyday footwear problems for families.
