In the face of rising volume, Tai keeps the touch of personalisation for every subscriber: “I will ask them, when they subscribe, for their birthday, so that during their birthday month, I will include a card that I designed, but I will specifically have their preferred breed [on it]… That’s bringing it to another level of [that] personal feeling, because it’s not just a mass-produced thing.”
The club currently draws more Singapore subscribers than international ones – something Tai says surprised her. To fuel connection, subscribers are asked to share their favourite breed and birthday when they sign up, allowing Tai to send personalised birthday cards featuring their chosen dog.
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