Where empathy scales and loyalty gets personal
Technically speaking, Chewy is an online pet supply retailer. But that’s like saying In-N-Out sells burgers or Starbucks serves coffee. What Chewy really sells is care. At scale. Through a screen.
While most e-commerce brands chase efficiency and automation, Chewy built a business around presence. You feel it in every detail. From the hand-signed notes to the birthday cards. From the no-questions-asked returns to the 2 a.m. support calls that are answered by a human being.
You don’t just buy pet food. You’re seen. You’re known. You’re remembered.
What we see from Chewy is a masterclass in emotional experience, built not just to delight but to matter.
What They’re Really Doing
This is no accident. Chewy has operationalized empathy.
A few years back, a portrait of our dog was delivered to our doorstep. No reason. No request. Just a beautifully hand-painted image of our pup Riley, sent without prompt. It was unexpected, unnecessary, and completely unforgettable. There was no specific trigger. Chewy simply decided to create a moment of joy, and they did. This portrait, pictured below, is proudly on display years later in memory of our little buddy.
That wasn’t an outlier.
A friend told me they once called to cancel their subscription after losing their pet. When asked why, they shared the sad news. A few days later, flowers and a sympathy card arrived at their home.
These stories aren’t marketing stunts. They’re a reflection of how Chewy shows up. Quietly. Personally. Authentically.
They’ve taken what should be a transactional business and turned it into something that feels deeply human.
At the same time, they deliver on logistics. Their subscription model, fast shipping, and seamless returns aren’t just table stakes. They are table stakes done right. Experience lives at the intersection of emotional intelligence and operational discipline, and Chewy excels at both.
This isn’t just a call center with heart. It’s a customer experience strategy built around trust, compassion, and consistency.
Why It Works
Because Chewy understands something most companies don’t: pets are family.
And when you design for family, you design for emotion. Not efficiency. Not upsell. Not NPS.
Chewy has flipped the script.
- Chewy’s Net Promoter Score has been reported as high as 86, significantly above the retail average and a testament to their customer devotion.
- Over 70 percent of customers are repeat buyers.
- Their Net Sales per Active Customer (NSPAC) hit a record $565, reflecting both strong repeat behavior and increased customer value.
- And they’ve earned something most companies struggle to find – word of mouth that’s fueled by gratitude, not gimmicks. Case in point, this article.
Chewy has built an experience flywheel based on trust, memory, and real connection.
The X Spotlight Takeaway
Chewy reminds us that great experiences don’t need to be loud. They need to be felt.
When you empower your people to act with compassion, and build systems that support it, you stop competing on product or price. You start building something people remember.
Experience isn’t what you say. It’s what they carry with them.
And on a personal level, I’ll never forget what Chewy did for us.
Let’s Talk Experience
If this resonates, follow Cortico-X on LinkedIn for more spotlights like this. And if you’re ready to elevate your own experience strategy, we’d love to talk. Reach out and let’s build something unforgettable.
Len Devanna
is the Vice President of Customer Experience at Cortico-X, offering over 25 years of expertise in digital strategy, customer experience, and transformative leadership across industries.
