Pet Retailer Emphasizes Smart Over Mart
By George Anderson
Petsmart knows its customers get it. Now, it’s hoping that a new logo and marketing campaign will help the two-legged members of its customers’ households come to the conclusion that it’s smart to shop at the pet products specialty retailer, as well.
Ken Hall, Petsmart’s chief marketing officer, wants shoppers to know that the company offers much more than just supplies. The company may have started out that way, said Mr. Hall, but today services such as grooming, day camp, obedience training and PetsHotel boarding have expanded the chain’s scope of operations.
“Today, customers want more. They’re much more interested in their pets. They think of their pets as children,” said Petsmart’s CMO.
“Things like training and grooming have become much more important,” he said. “Those parts of our business have seen great growth.”
Service sales at Petsmart reached $75.1 million in the last quarter, a 20.8 percent increase from the same period last year.
Beginning next month, reports The Arizona Republic, Petsmart (PETsMART) will launch a new marketing campaign and redesigned logo. The logo will capitalize the word “Smart” in the company name shifting the emphasis from “Mart”.
New television, radio and online ads will include the tagline, “That’s Smart.”
The company plans to add 100 stores this year to the 757 it currently operates along with four or five more Doggie Day Camps and 12 PetsHotel facilities.
Moderator’s Comment: Is Petsmart on the right track with its shift in emphasis away from simply selling products to selling a variety of solutions for
pet owners? Where do you see opportunities for the specialty retailer to reach new customers and/or generate greater revenues from existing shoppers?
This from the piece in The Republic: “Britt Beemer, chairman of America’s Research Group said Petsmart has done a poor job with database marketing.
The company has been testing a loyalty club this year, but Beemer said it could improve on its direct marketing to homes with pets.” –
George Anderson – Moderator