Will PetSmart’s luxurious Pet Spa concept catch on?
People like to pamper their pets, sometimes without regard for the expense. That’s a phenomenon PetSmart aims to capitalize on with its new store concept, which turns a trip to the pet store into a luxurious spa getaway for four-legged friends.
In December, PetSmart opened a new 6,000 square-foot PetSmart Pet Spa in Franklin Township, New Jersey, according to a press release. The store, about a quarter the size of an average big box mainline PetSmart, features a sleek concierge desk for setting up appointments, a natural pet food store, a coffee bar and a self-service dog wash station to promote owner/pet bonding. The store’s modern décor also includes a chandelier made of tennis balls.
The retailer opened its first PetSmart Pet Spa in August of 2016 in Oceanside, New York which, according to a press release at the time, features decadent doggie indulgences such as baked dog treats behind a glass bakery case and grooming services provided in a high-end salon area from certified groomers.
Throughout the retail landscape experiential store concepts have proliferated in recent years as retailers look for ways to bring consumers into stores with something beyond the products that they can find online. But whether pet owners will go in for boutique luxury services enough to sustain an entire store concept remains to be seen.
PetSmart has not released word about expanding Pet Spa into more markets nationwide. The mainline chain currently has around 1,477 stores throughout the U.S., Canada and Puerto Rico.
PetSmart has taken numerous other steps recently to keep its offerings on par with retailers that serve the human side of the animal kingdom.
For instance, in November of 2016, the store announced the rollout of same-day delivery for 17 major metropolitan markets with a $7.99 surcharge. And back in 2009 the chain was mulling services such as dog walking, backyard clean-up and aquarium setup, which would bring PetSmart professionals into customers’ homes. Currently, though, the PetSmart website lists only on-site services, such as grooming and training, as being available.
- PetSmart Opens PetSmart Pet Spa in Franklin Township – PetSmart/BusinessWire
- PetSmart Opens the First PetSmart Pet Spa Store, an Innovative Retail Concept Focusing on the Pet Lifestyle Experience – PetSmart/BusinessWire
- Is PetSmart barking up the right/wrong tree with same-day delivery? – RetailWire
- PetSmart Considers In-Home Services – RetailWire
- Pet Services – PetSmart.com
DISCUSSION QUESTIONS: Do you think the PetSmart Pet Spa concept will catch on with the chain’s customers? How far can the pet pampering trend go? What will it take for the concept to be a success in other locations throughout the country?