PetSmart Gives Its Loyalty Cardholders Extra Treats
What’s new: PetSmart made March "Treats Rewards Members Month" to provide extra value to its loyalty cardholders.
Where shoppers get value: Treats Rewards members could activate an offer up to five times from March 1 through April 6 to receive $10 worth of rewards points for spending $50. Members could also enter a sweepstakes running March 1 to April 30 that awards 1 million reward points to the winner (worth $2,000) and 5 million points to a PetSmart Charities partner of the winner’s choosing, plus 10 runner-up prizes of 50,000 points. Don Jagoda Associates, Melville, New York, administered the sweeps.
"PetSmart's Treats Rewards program is designed to make life with pets even more rewarding and joyful," Bradley Breuer, the retailer's vice president of marketing, loyalty, CRM and insights, said in a statement. "Members Month is our opportunity to say thank you to our community of loyal customers by providing even more ways to save while celebrating their pet."
What we saw: An endcap stocking Pretty Litter and Mars Inc.’s Royal Canin plugged the $10 back offer and used a QR code to link to the app to activate it. PetSmart also plugged the deal and sweepstakes with shelf talkers as well as gondola and pallet display headers.
Additional support: A home-page display ad, a 30-second TV spot, influencer marketing, and Facebook and Instagram updates supported the campaign. Multiple email blasts from the retailer also supported the effort.
