PetSmart Treats, PetSmart’s new loyalty program is now available across the retailer’s more than 1600 locations in the U.S., Puerto Rico and Canada, as well as online and through PetSmart’s mobile app. The points-based program allows members to earn points every time they shop in-store, online or donate to PetSmart Charities, and it rewards them with discounts on the items of their choice. Members also receive access to discounts on hundreds of products. This program replaces the PetPerks loyalty program.
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“Our pet parents are at the heart of every decision we make,” said Joshua Kanter, executive vice president of Customer Experience for PetSmart. “Building and maintaining relationships with our customer base is a top priority, and we’re excited that PetSmart Treats will allow us to truly recognize and reward our pet parents for their continued loyalty.”
Some would say that this is just another points program. And they are right. The real opportunity for PetSmart is to use advanced analytics tools like machine learning and AI to create robust customer profiles and to personalize their customer’s experiences. Understand what channels, offer types, creative, format/vehicles, etc. works and what doesn’t. AI could enable PetsMart to create better customer experiences with a customized and targeted loyalty program.
Huge Growth Opportunities in the Pet Industry
In 2017, pet owners in the United States spent more on their dogs, cats, birds and other creatures than ever before. Consumers spent US$69.51 billion in 2017 according to the American Pet Products Association. $15.11 billion was spent on items such as beds, collars, leashes, toys, travel items, clothing, food and water bowls, and other accessories in 2017.
“The industry is moving beyond simply the humanization of pets to where they are now widely accepted as part of the pet owner’s lifestyle,” said Bob Vetere, president, and CEO of the American Pet Products Association (APPA),. “No matter the primary cause of increased spending on pets, be it enhanced nutrition, better healthcare, increased pampering, or greater technology, the one thing we know for sure is that pet owners have a top priority in pursuing longer, healthier lives for their pets. Talk to any pet owner, and they’ll tell you how difficult it is to put a dollar limit on what they’d spend to give their loyal companion a happy life, and it’s this outlook that continues to drive growth.”
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