PetSmart's Holiday Omni-Channel Focus Simplified Shopping
By Jennifer Lynn, contributing writer
Pet supply retailer builds new capabilities “whenever and wherever” customers choose to engage
PetSmart is continuing to focus its omni-channel efforts to simplify the shopping experience for its customers, whenever and wherever they choose to engage. The company is employing e-commerce, e-influence, and building new capabilities in its strategy to meet this goal.
Omni-channel provides opportunity for retailers.
The recent Countdown to Christmas with 12 Days of Deals promotion offered consumers savings on pet gifts, treats, training, and grooming services. Pet owners with a PetPerks membership were also offered special deals: of up to 60 percent off select gifts from Dec. 13 to Dec. 24. Online offers began at 6 a.m. EST on the offer date and ran until 6 a.m. EST the next day. The company offered its broadest assortment for the holidays, this year expanding its exclusive assortments.
In another holiday initiative, PetSmart polled 1.9 million fans and “Pet Parents” for their top 10 holiday gift picks — featuring the choices in stores, online, and on the PetSmart Facebook page. Just as shopping for pets is becoming increasingly technology based, so are the gifts themselves, with tech gifts for pets ranking in the top 10. The Motorola Scout Video Pet Monitor — featuring wireless technology, infrared night vision, two-way voice communication, and indoor-outdoor cameras — was the top tech choice for pet owners who want to keep an eye on pets remotely.
In addition to its holiday omni-channel initiatives, PetSmart launched real-time online inventory availability for consumables in the third quarter, a key differentiator from its competitors. In Q3 2013, PetSmart’s total sales increased 4 percent to $1.7 billion. Sales growth of 5.2 percent in the third quarter outperformed the core, driven by strength in grooming and PetsHotel and a portfolio of add-on packages and upgrades, including customizable and seasonal packages, with tie-ins to key exclusive brands.
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