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Annual Global Sales
$6,916,627,000
Total U.S. Sales
$7.58 billion in 2022 according to the National Retail Federation
Total U.S. Stores
Approximately 1,660 pet stores in the United States, Canada and Puerto Rico
Headquarters
Phoenix, Arizona
Key Facts
- The largest specialty pet retailer in the U.S.
- Also the largest provider of pet services in the U.S.
- Has facilitated more than 9 million pet adoptions through its nonprofit, PetSmart Charities
- Purchased e-tailer Chewy in 2017 and took the subsidiary public in 2019
- Its loyalty program has 60 million members
- More than 55% of U.S. families live within five miles of a PetSmart store
Key Executives
- President & Chief Executive Officer: J.K. Symancyk
- EVP, Merchandising & Chief Customer Officer: Stacia Andersen
- EVP & Chief Operating Officer: David Redfield
- EVP & Chief Financial Officer: Alan Schnaid
- SVP, Vet Health Services: John Bork
- EVP, Chief Legal Officer & Secretary: Lacey Bundy
- SVP, Proprietary Brands and Global Sourcing: Matt Byrnes
- EVP & Chief Human Resources Officer: Erick Goldberg
- EVP & Chief Information Technology Officer: Greg Fancher
- SVP, Supply Chain & Chief Supply Chain Officer: Ed Oldham
- SVP, Digital: Cherise Ordlock
- President, PetSmart Canada: Jim Persinger
- SVP, Store Strategy and Operations: Bryan McCormick
- SVP, Finance & Strategy: Brent Schippers
- SVP, U.S. Stores: Mike Schultheis
- SVP & Chief Merchandising Officer: Kristin Shane
- SVP, Merchandising, and Chief Merchant: James Elasky
- SVP & Chief Marketing Officer: Will Smith
Chewy
- Chief Executive Officer: Sumit Singh
- Interim Chief Financial Officer and Chief Accounting Officer: Stacy Bowman
- Chief Financial Officer: David Reeder
- Chief Technology Officer: Satish Mehta
Financial Information
As a private company, PetSmart no longer discloses annual sales.
Resources
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays & Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
- Metaverse
Market Position and Strategy Overview
Market Position and Strategy Overview
PetSmart is the largest specialty pet retailer in the U.S., operating more than 1,660 stores in all 50 states, Canada and Puerto Rico. More than 800 of those stores offer veterinary care, contributing to the retailer's current title as the largest provider of pet services in the U.S. It also has more than 200 in-store PetSmart PetsHotel dog and cat boarding facilities.
The retailer is increasingly focused on natural pet food, the fastest growing segment in the category, and has been expanding its assortment. All new stores include a Pinnacle Pet Nutrition Shop stocking 400 natural products.
PetSmart also aggressively pursues exclusive lines across the pet care category to better distinguish itself from channel rival Petco. In-store services such as grooming, boarding and training are a major trip driver that help it compete with other supermarkets and mass merchants that have been beefing up their pet care sections.
PetSmart has been expanding its e-commerce presence, purchasing e-tailer Chewy in 2017. Its bid to let shoppers make purchases where and how they want to also includes click-and-collect and same-day delivery services.
While those moves might help PetSmart fight Amazon in the long term, the retailer is in financial trouble. Owned by private equity firm BC Partners, PetSmart is $8 billion in debt and hired investment bank Houlihan Lokey in June 2018 to explore ways to reduce that burden.
Must-Know Terms
Must-Know Terms
- Banfield Pet Hospital: A subsidiary of Mars Inc. that operates veterinary clinics within more than 900 PetSmart locations.
- PetSmart Charities: The retailer's nonprofit supports animal welfare organizations through regular fundraisers and adoption events.
- Treats Rewards: Loyalty program that gives members access to sales and provides a free session of Doggie Day Camp for every 10 purchased. PetSmart is introducing a new, tiered program in April 2024. (See Loyalty Programs.)
Thought Starters
- PetSmart wants to distinguish itself from Petco and draw in shoppers who might otherwise get their pet food from other channels, so it is constantly seeking exclusive SKUs and launch windows.
- While Petco is still the channel leader for premium pet food, PetSmart has actively been trying to expand its selection through partnerships with both specialty manufacturers and major CPGs.
- PetSmart sees e-commerce as a major growth area, purchasing Chewy in 2017 to drive its presence in the channel.
Promotional Strategy
Promotional Strategy
PetSmart looks to boost trips by regularly hosting in-store events including costume contests, photo opportunities and educational seminars. Many of these events have brand sponsors who dole out coupons and samples.
The retailer strives to encourage cross-store shopping by offering consumers who board their pets coupons for pet food. Purchase of select SKUs can also reward shoppers with discounts on services.
Major seasonal marketing campaigns are supplemented with a host of sales that tend to spotlight private label product or encourage trial of PetSmart's e-commerce options. The retailer has enlisted celebrity pets to promote its campaigns.
For 2023 the retailer launched its annual holiday shop with toys, treats and apparel for cats, dogs and small critters alike, available in-store as well as online with curbside and same-day delivery options. Grooming and boarding packages are also available. Seasonal events are planned, too, including a "Grinchmas" playdate with keepsakes. PetSmart is also selling gifts that benefit its PetSmart Charities, via its new Chance & Friends holiday collection.
In 2024, to promote the launch of its new Treats Rewards loyalty program (See Loyalty Programs), the retailer held a Tattoo Redo contest. PetSmart invited pet parents to show their loyalty to their animal by replacing a tattoo they regret with one of their pet, courtesy of PetSmart. To enter, people could share a photo and story about the regretted tattoo along with a picture of the pet that is inspiring the cover-up. Winners travel to Los Angeles where they'll consult with Alium Tattoo Studio and get inked by one of its artists. For people who already have tattoos of their pets, they can share a photo at PetSmartTattooRedo.com and be upgraded to the top tier of the loyalty program. Customers can also download the PetSmart app and access a tattoo-themed photo frame to use.
Merchandising
Merchandising Strategy
Services take up the front of store, including grooming salons and pet play/training areas boasting large windows that let shoppers view the activity. In stores that have veterinary clinics or PetsHotels (see “Special Departments/Services”), those services also are located upfront. PetSmart is now the largest provider of pet services in the U.S.
Stores stock some 11,000 products, with more than 4,800 dog and cat food options and 1,400 varieties of dog and cat treats. They follow a racetrack model, with the perimeter merchandising bulkier items such as litter, pet beds and kennels. Adoptable cats are also housed on the perimeter in a room viewable from one of the store's sides but not accessible without an employee or volunteer. Small pets are displayed near action alley, which is typically devoted to gondolas and pallet displays merchandising private-label and account-specific products.
Aisles are nearly evenly divided between products for dogs and cats, with fish, reptiles and small mammals taking up some real estate near the front of store. Apparel, toys, training items and grooming supplies are also located in the front half of stores, while cat and dog food dominate the back aisles.
Stores also tend to feature seasonal assortments, including apparel and accessories for Halloween, Christmas, Valentine's Day and other holidays. The collections can be private label, but sometimes are also the result of collaborations. (See Collaborative Alliances.)
PetSmart regularly adds new brands as well, including omnichannel dog brand BARK's cereal-inspired treats and corresponding character toys, available in more than 1,000 PetSmart stores as well as on PetSmart.com.
Collaborative Alliances
![Disney PetSmart](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-05/disneypetsmart100.jpg)
Collaborative Alliances
PetSmart seeks to differentiate itself from channel rival Petco and other major retailers by partnering with category leaders and specialty pet brands for exclusive SKUs and promotions, which can include overlays to national programs.
Among noteworthy activity, in 2024 and 2023:
- PetSmart is the pet retailer for Team USA, and is selling exclusive, limited-edition dog apparel and toys both in stores and online in the buildup to the Olympic and Paralympic Games in Paris in 2024.
- PetSmart teamed with Disney for an exclusive Disney 100th anniversary collection of cat and dog toys inspired by Disney characters and stories. PetSmart Doggie Day Camps hosted a one-day Disney-themed experience with a take-home toy, photo opportunity, exclusive treats and more.
- To help celebrate the 30th anniversary of Tim Burton's movie The Nightmare Before Christmas, PetSmart and Disney collaborated to release new, exclusive merchandise that included pet costumes, toys, collars, leashes and aquarium decor.
- PetSmart teamed with photo book brand Mixbook Photo Co. to create an exclusive collection of pet-themed templates, which can be customized to create photo books that celebrate pet milestones. PetSmart Treats loyalty program members are eligible for special offers. More options have been added for the 2023 holidays, including new card and calendar templates.
- PetSmart partnered with Fisher-Price to launch a collection of toys for dogs and puppies. The products aim to help dogs through teething phases, provide calming activity, and foster interactive play.
- For a limited time, Treats rewards members could get a free three-month free membership to Panera's Unlimited Sip Club loyalty program.
In the past:
- In 2022, PetSmart grew its fresh and frozen pet food options through an exclusive partnership with Nom Nom, a direct-to-consumer, fresh-frozen dog food brand developed by veterinary nutritionists.
- PetSmart has partnered with Nestle-Purina for a "Save a Fortune" campaign offering shoppers a $10 store gift card with purchase of $40 worth of Purina products from Sept. 8 to Oct. 1, 2017. Shoppers could upload a receipt from a qualifying purchase to enter a sweepstakes and instant-win game.
- Blue Buffalo Co. and PetSmart ran a fundraiser for Service Dogs for Heroes between Memorial Day and the Fourth of July in 2017.
Displays & Signage
Displays & Signage
PetSmart accepts manufacturer-supplied floorstands, pallet displays, sidekicks and counter displays. Account-specific displays — especially those matching its own seasonal themes or calling out an exclusive product — get the most prominent placement.
The retailer heavily promotes its own programs and private labels with window posters, endcap headers, dump bins, side panels, rack headers and door clings, often identifying partnering brands. It also uses signage and take-ones to offer pet care tips and other educational content.
In-Store Media
In-Store Media
PetSmart does not use any third-party in-store media programs.
Store Formats/Growth
Store Formats/Growth
PetSmart has been aggressively expanding, adding 63 stores in 2017, 70 stores in 2016 and 50 in 2015. The stores were opened in a mix of both new and current markets.
Standard stores are about 12,000 square feet, though newer ones average 14,000. Most are located in or near major regional shopping centers with other big box retailers.
The retailer opened a pilot PetSmart Pet Spa store in August 2016. The new format is only 7,400 square feet and offers a variety of grooming services including a self-service dog wash, an option available at some of channel rival Petco's stores. Shoppers can wait for their pets to be groomed in a lounge area offering complementary coffee. The store's smaller product selection includes a bakery case stocked with dog treats, refrigerated and frozen pet food, collars, beds, leashes and toys. It also has one of the largest Banfield pet hospitals of any store in the chain.
PetSmart has continued to experiment with service-focused stores, opening three The Groomery locations in urban markets in Illinois, New York and Arizona in 2017. Stores range between 1,800 and 2,500 square feet and offer all the same grooming services as standard stores along with a self-service dog wash. Stores also sell premium treats, collars and leashes and an expanded selection of at-home grooming supplies. Two additional locations for the banner are in the works.
Special Departments/Services
Special Departments/Services
All stores offer a full-service grooming salon, pet training classes and adoption centers. PetSmart operates more than 200 in-store PetSmart PetsHotel dog and cat boarding facilities, which also provide day camp services. PetSmart also has hundreds of veterinary care providers at its stores, operated by third parties, including:
- PetSmart Veterinary Services: Independently owned and operated American Animal Hospital Association-accredited clinics; and
- Banfield Pet Hospital: A subsidiary of Mars Inc., offers preventative healthcare, surgery and pet dentistry and other services.
Chewy Vet Care
In early 2024, Chewy is opening its first pet health practice in South Florida, with additional locations planned throughout the year. Services include routine appointments, urgent care and surgery.
Chewy Vet Care builds on Chewy Health offerings, which include:
- Pet pharmacy services,
- Connect with a Vet tele-triage,
- CarePlus pet insurance and wellness plans,
- E-commerce-powered health products that include veterinary diet foods and supplements, and
- 24/7 customer service.
Customer Segments
Customer Segments
PetSmart's typical customer is a 25- to 55-year-old woman who is more affluent than the average pet owner, spending twice as much as other consumers would on pet products. The most valuable customers buy channel-exclusive foods, use grooming services and own dogs, cats or fish. These consumers shop at PetSmart more frequently and spend more money across the entire store.
Internet Marketing
Internet Marketing Strategy
Petsmart.com:
The retailer's website is heavily devoted to enabling e-commerce. Display ads link to various e-commerce pages for product categories, individual brands or specific SKUs, with an emphasis on items exclusively sold through the website. A leaderboard ad usually promotes e-commerce sales and the retailer’s campaigns.
The website allows shoppers to book grooming treatments, boarding or day camp sessions, training classes and veterinary appointments. A "Learning Center" section is devoted to articles about pet care. The retailer also devotes a web page to promoting pet adoption by plugging in-store events.
Petsmartcharities.org:
The website is devoted to promoting the nonprofit's efforts. It also provides space for users to post videos and stories about their adopted pets as well as tool for finding adoptable pets and clinics offering spay and neuter procedures.
Petmd.com
The website provides articles on a wide variety of topics of interest to pet owners including animal health, nutrition, pest prevention, breeds and travel tips. Display ads from national brands link to external websites.
Email:
PetSmart sends emails once or twice per day to spotlight deals on specific national or private-label brands or general categories and link to e-commerce pages. Emails are also used to promote offers from PetSmart's circular along with services, events and new product launches.
PetSmart regularly runs display ads on consumer websites to promote its major campaigns, cause activity, exclusive SKUs and discounts on specific categories or products. It also periodically pays to have digital versions of its TV spots run on television station websites. Paid search is another common tactic.
Mobile Marketing
Mobile Marketing Strategy
The PetSmart Mobile Application lets users:
- Create profiles to receive articles and information on events relevant to their type of pet
- Book grooming services and get appointment reminders
- Place a PetsHotel reservation
- View training schedules and sign up for classes
- Find nearby pet-friendly places through a partnership with BringFido.com
PetSmart has a mobile messaging program that sends out weekly texts that notify consumers of deals, events and contests, sometimes highlighting specific national brands. Entry into PetSmart sweepstakes is sometimes linked to the messaging program.
PetSmart also owns the askPETMD app, which allows users to get answers to questions about their pet's health including advice on first aid and the location of nearby emergency clinics. The app hosts more than 8,000 articles and if users can't find an answer to their question, a vet will contact them within 24 hours.
The retailer redesigned its website in November 2016 to optimize it for mobile commerce. Items placed in a cart on either desktop or mobile can be viewed in the other format.
Social Media
Social Media Strategy
Facebook: 2.9 million followers (as of November 2022)
- The retailer posts most days. Content promotes PetSmart-specific products, features photos of animals —usually connecting the posts to current events — and lets consumers know about new products and collections. Sometimes posts focus on giveaways, services and cause campaigns.
- The PetSmart Charities page has 312,974 followers (as of November 2022). Near daily updates share adoption success stories from the animal welfare organizations the nonprofit works with and suggest ways that consumers can help the cause.
YouTube: 74.4k subscribers (as of November 2022)
- Used to house the retailer’s TV spots and some longer videos devoted to pet care, specific product lines and services. The retailer typically posts every few weeks.
- The PetSmart Charities channel has 2.75k subscribers (as of November 2022) and includes videos about adoption stories, sweepstakes, and nonprofits every few weeks, as well as TV spots promoting the retailer's cause activity.
Instagram: 793k followers (as of November 2022)
- Posts include cute pet photos from famous pet accounts, customer stories, brand promotions, internet jokes, cause activity and sweepstakes. Daily Instagram stories highlight seasonal promotions and pet care tips. A “view shop” tab allows users to shop for private labels and national brands directly through Instagram.
- The PetSmart Charities account has 57.6k followers (as of November 2022). It shares adoption success stories from partnering nonprofits and spotlights the benefits of having a pet.
Twitter: 224.1k followers (as of November 2022)
- Tweets will tie in to holidays or events, opportunities to earn extra loyalty points, services, or contain links to shop PetSmart.com.
- The PetSmart Charities page has 54.2k followers (as of November 2022), and the platform is used to highlight success stories, promote adoption events and encourage donations.
Pinterest: 49k followers (as of November 2022)
- Pins highlight different pet tips, pet care products and seasonal promotions. A “shop” tab facilitates purchasing private label and national brand products directly through Pinterest.
- The PetSmart Charities account has 610 followers (as of November 2022) and posts pins about adoption stories and pet facts.
E-Commerce
E-Commerce Strategy
PetSmart aims to allow shoppers to make their purchases however they choose, offering delivery, in-store/curbside pickup and subscription services. The comprehensive online selection includes exclusive products and online only discounts. Shipping is always free with a purchase of $49 or more. The retailer's auto ship program sends product on a set schedule and with a 5% discount, with total savings per order capped at $150. Shoppers can also place orders online to pick them up in stores about an hour later. This service is free.
PetSmart also offers same-day delivery in 30 major markets including Atlanta, Chicago, Boston and Los Angeles. Shoppers in those areas can place orders through petsmart.com for delivery within one of four three-hour windows that day or up to two days in the future. The service costs $5.
Uber Eats
In 2023, PetSmart teamed with Uber Eats to offer delivery from more than 1,600 locations in the United States, Canada and Puerto Rico. Uber One members pay nothing for delivery and are eligible for a discount on qualifying orders.
Instacart
In early 2023, PetSmart partnered with Instacart to offer delivery from more than 150 stores across Canada, including large items through Instacart's Big & Bulky fulfillment option. That May, the companies grew their partnership to offer same-day delivery from nearly 1,500 PetSmart stores throughout the U.S.
DoorDash
The pet retailer's U.S. arm partnered with DoorDash in 2020 to add on-demand, same-day delivery at most locations.
Department Performance Reports
Data platform Analytic Index compiles Department Performance Reports on Chewy and other retailers. providing a holistic overview of major departments and information about sales, sponsored search, and organic search for each. To view a specific month's report, click on the link below:
Chewy
PetSmart consolidated its dedicated e-commerce holdings after purchasing Chewy in June 2017. Pet360 and PetFoodDirect were shut down, their prescription offerings were moved to a PetSmart Pharmacy section of the retailer's website, while the rest of their products are now sold on Chewy. The website carries more than 110,000 products and offers free one-, two- or three-day shipping for orders of more than $49 and a flat rate of $4.95 for all other orders. It also has its own subscription service, offering a 5-10% discount on select products. Chewy had 20.1 million active customers in fiscal 2023, down 1.6% from 2022. Its 2023 net sales were $11.15 billion, up from the previous year's $10.12 billion.
Chewy has continued to grow its automated fulfillment network to reduce shipping distances and slash costs. The effort includes adding more facilities as well as implementing enhanced software and planning capabilities to further refine its e-commerce processes. In 2023, it launched Chewy Canada in an effort to reach its 9 million-plus pet-owning households.
During the COVID-19 pandemic, Chewy relaunched its home page and other sections of its website as part of a series of initiatives to upgrade its tech stack and architecture to enable more targeted and customized shopping experiences, including providing hyperlocal and enhanced personalized recommendations. The company also expanded its Chewy Health services offering with video chat functionality, and extended its proprietary Connect a Vet tele-health solution to be available around the clock via text or video chat.
In 2021, Chewy launched a Practice Hub marketplace just for veterinarians that enables them to earn revenue through purchases made on chewy.com, intending to streamline pharmacy operations and grow veterinary clinic revenue. Veterinarians can set prices, create pre-approved prescriptions, and earn revenue when consumers place an order in-clinic or make a purchase from them on chewy.com.
Circulars
Circulars and Publications
Monthly circulars run roughly 14 pages. Most of the tab is devoted to consumables for dogs and cats, divided by species, with other animals receiving the last few pages. Product glamour shots are used prominently and the retailer offers plenty of space for brands to stand out with larger features, especially when they are sponsoring an event at PetSmart.
PetSmart also regularly partners with key manufacturers to produce flyers that are distributed in stores to promote events and sales.
Loyalty Programs
Loyalty Programs
In 2023, the retailer had 60 million PetSmart Treats loyalty program members, up from 19.1 million in 2018.
PetSmart updated its loyalty program in 2024. Current Treats members will be auto-enrolled into the new program and begin earning points toward the new Treats Rewards in the weeks leading up to official launch. (Points can be redeemed in increments of 1,000 — equal to $2 in savings — in-store, online and through the app.)
Treats Rewards is a tiered program, with the following levels:
- Member: All members earn 10 points per dollar spent (for an annual spend of up to $499)
- Bestie: Earn two extra points per dollar spent (for an annual spend of $500-$999)
- VIPPs: Earn four extra points per dollar spent (achieved when an annual spend reaches $1,000)
Bestie and VIPP level members also can decide when they want to earn double points.
Loyalty members can also activate personalized offers to earn extra points; access special sales, events and new products; receive members-only pricing; collect a free birthday or Gotcha Day gift for their pet; and get free shipping on select orders of $49 and up.
Treats Rewards members can also earn extra points for completing their PetSmart profile and get additional savings on bath, grooming or Doggie Day Camp sessions. Buying a Salon Ultimate Savings Package earns a customer automatic VIPP status.
In April 2023, PetSmart held its first Treats Members Month, rewarding members with weekly bonus deals (like 5X points on specific brands) as well as exclusive benefits and offers. Loyalty program members could enter a "Super Giveaway" for a chance to win 1 million points (then worth $2,500), or 10 runners-up could win 20,000 points.
Program members can elect to have receipts sent by email and view their transaction history through the chain's website.
The PetSmart mobile app provides access to their rewards card, lets users track points, book pet services and more.
Private Label
Private Label
PetSmart offers a robust collection of private brands and licensed exclusives, which it uses to differentiate itself from other retailers and build loyalty.
The retailer regularly releases Halloween items, including its Scary Tails shop and its Thrills & Chills collection, which includes costumes, treats, toys and decor.
Private Labels
- All Living Things: A roughly 200 SKU line devoted to small animals that includes terrariums, rabbit hutches, reptile bedding and bird perches.
- Arcadia Trail: Outdoor gear, toys and travel accessories for dogs, many made from recycled materials. PetSmart continues to add new items to the line, including LED and glow-in-the-dark SKUs.
- Authority: Collection of roughly 100 cat and dog food and treat SKUs that use meat as the primary ingredient.
- Dentley's: Collection of approximately 140 dog chews.
- Grreat Choice: Roughly 50-SKU line spans food and treats for cats, dogs and small animals plus cat litter, toys, grooming products and some hard goods such as carriers, placemats and litter boxes.
- Full Cheeks: Small pet products including habitats, bedding, feed, accessories and cages.
- Joyhound: Toys that support the emotional wellbeing of dogs through five pillars of play: chewing, learning, comforting, tough and active.
- Merry & Bright: Holiday and Christmas SKUs for cats and dogs, including toys, treats and attire.
- Simply Nourish: Premium pet food made without artificial colors, flavors or preservatives.
- Top Fin: Collection of 500 products for aquariums.
- Top Paw: A collection of roughly 400 SKUs spanning toys, beds, waste solutions, bowls and other hard goods.
- Viva La Kitty: Cat treats made with quality meat, poultry and seafood.
- Whisker City: Collection of roughly 420 products for cats including scratchers, fountains, collars and litter pans.
- You Are Loved: An LGBTQ+-inspired collection of pet apparel and accessories.
![nate and jeremiah](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-02/natejeremiah.jpg)
Exclusive Brands
- Nate + Jeremiah for PetSmart: In 2023, celebrity interior designers Nate Berkus and Jeremiah Brent first launched a collection of products for fish, reptiles and small mammals. That was followed by a collection of furniture and accessories for cats and dogs, designed to seamlessly fit into one’s home decor.
- Nulo Pet Foods' Nulo MedalSeries: Natural, grain-free pet food and treats with probiotics and antioxidants.
Chewy Brands
- Frisco by Chewy: A wide range of products (more than 6,000 as of January 2024) for cats, dogs, small pets and farm animals. The brand includes carriers and travel items; leashes and collars; toys; bowls and feeders; potty supplies; cat litter and litter boxes/accessories; grooming supplies; crates, pens and gates; and apparel and accessories.
- Vibeful: Chewy's first private label line in the pet wellness category; products include multivitamins, hip and joint supplements and a digestive health assortment.
Cause/Community Programs
Cause/Community Programs
PetSmart Charities is the main driver of the retailer's cause-related activity and has provided animal welfare organizations with more than $500 million in grants since it was founded in 1994. The nonprofit is devoted to pet adoption, with a corporate goal of finding lifelong, loving homes for shelter pets. By early 2024, nearly 11 million pets had been adopted. Nearly every store has a Cat Adoption Center where cats from local animal welfare organizations can be adopted during regular store hours. Some store have larger adoption centers that also house dogs and relinquished small mammals and reptiles.
Also in 2024, as part of National Adoption Week (March 18-24) and to celebrate 30 years of helping adoptable pets find forever homes, PetSmart Charities issued a challenge to all U.S. PetSmart stores and their local shelter/rescue partners to each find new homes for 30 pets in 30 days. Hill's Pet Nutrition, the official feeding sponsor of PetSmart Charities, also sponsored the 2024 effort.
Also in 2024, the retailer is growing its assortment of products that have less impact on the environment, through eco-friendly materials and responsibly sourced ingredients, including from West Paw, PetPlate and Only Natural Pet.
PetSmart is testing solutions for non-recyclable items to keep them out of landfills including the:
- West Paw Join the Loop takeback program, where customers can return toys, which are sanitized and reprocessed and used to make new Zogoflex & Seaflex toys, which then can be recycled at the end of their use.
- TerraCycle pet food bag takeback program: The retailer is partnering with TerracCycle to take back nonrecyclable pet food bags and find solutions beyond the landfill.
In 2023, in conjunction with the coronation of King Charles III, PetSmart Charities ran a video spot featuring comedian Dana Carvey, who, dressed as the new king, encourages viewers to adopt a dog through PetSmart Charities.
The retailer also partners with the American Society for the Prevention of Cruelty to Animals to fund low-cost spay and neuter clinics in communities across the country in an effort to reduce pet overpopulation.
In 2022, PetSmart Charities partnered with the American Red Cross to support pets as family members during times of disaster. It also donated $25,000 to K9s for Warriors, and offered 11x points for loyalty program members who shopped in-store or online on Veterans Day.
In 2019, PetSmart kicked off a three-year partnership with Meals on Wheels by pledging $3 million to assist home-bound seniors with pets through a national pet food pantry and veterinary care program. In 2022, PetSmart Charities provided $7.9 million in donated pet food to Feeding America.
PetSmart regularly solicits donations for the nonprofit at checkout, asking shoppers to add money to their bill or purchase additional food or toys to donate. Other activity tied to the cause includes:
- Four National Adoption Weekend events held each year when each store dedicates additional space to showcasing shelter animals.
- A holiday toy drive where stores partner with a local charity and encourage shoppers to buy and donate toys from the private label Chance & Friends collection. 10% of sales from the collection benefits PetSmart Charities.
In unrelated causes, PetSmart participates in dozens of LGBTQ+ pride events each year and made a $200,000 donation in May 2023 to GLSEN, a nonprofit that helps protect LGBTQ+ kids from bullying. The contribution was part of the launch of a pride-focused private label.
In September 2023, PetSmart Charities recognized Pet Hunger Awareness Day and collected donations (matching up to $40,000) to help provide pet food to families in need.
Advertising Strategy
Advertising Strategy
Primary media: TV and radio spots, paid video, display ads on consumer websites
Ads often spotlight specific national brands, promoting sales or new SKUs. The retailer also advertises general category-focused or storewide promotions and its charitable activities.
PetSmart also regularly partners with key manufacturers such as Church & Dwight and Nestle-Purina for co-op FSIs, which it has used to tout exclusive purchase incentives, sales and new product launches.
In 2023, PetSmart held a casting call for its first-ever Chief Toy Testers. A winning cat and dog would be named brand ambassadors and be eligible for cash prizes, early access to toys and more, and serve as a VIP for in-store events. In 2024, PetSmart put out a call for two new Chief Toy Testers.
In 2023, in conjunction with the coronation of King Charles III, PetSmart Charities teamed with actor Ryan Reynolds' Maximum Effort film production company and digital marketing agency to create a video featuring comedian Dana Carvey. Carvey, impersonating the new king, encourages viewers to adopt a dog through PetSmart Charities. The ad was made via PetSmart's participation in MNTN's CaaS service and was released on YouTube and social media.
Solution Providers
Solution Providers
- Customer insights: Cognizant, Teaneck, NJ
- Digital circular: Flipp, New York
- In-store and PetsHotel music: Mood Media, Austin, TX
- Inventory management: Manhattan Associates, Atlanta
- Media planning and buying: OMD, New York
- Mobile promotions: Snipp Interactive, Washington, D.C.
- Mobile software: MicroStrategy, Tysons Corner, VA
- Mobile vehicle billboards: Movia, Toronto
- Omnichannel order management: Enspire Commerce, Carmel, IN
- Price/promotion optimization: Revionics, Austin, TX
- Product development, sourcing, quality and supplier community management: CBK Software, San Diego
- Workforce management: Reflexis Systems, Dedham, MA
Sponsorships
Sponsorships
PetSmart sponsors the Arizona Diamondbacks, operating a dog-friendly "PetSmart Patio" seating area within Chase Field during Sunday and Monday home games which is located near a dog park, dog-friendly concessions and animal adoption center. Ticketholders in that section receive gift bags with free items from PetSmart. The retailer ran a sweepstakes during the 2017 season awarding 13 winners with tickets to the game and a chance to ride around the field with the team's mascot.
Marketing Expenditures
Marketing Expenditures
PetSmart spent $226 million on advertising in 2017, with $85 million devoted to measured media. It is the 185th largest U.S. advertiser, according to Ad Age.
Metaverse
Metaverse
Chewy reportedly filed a patent toward virtual clothing and sports equipment, virtual events, virtual stores, and marketplaces for blockchain-based assets.
Chewy also experimented with a Fur-tual Boutique event in 2021.
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PetSmart Promotional Calendar
A roundup of seasonal promotions.
January
- New Pet Place: Omnichannel campaign offers solutions for shoppers with new pets.
- Anything for Pets: Social media activity regularly encourages keeping pets safe and healthy, with good nutrition, regular care, and gear to protect animals from extreme cold (or heat, in summer). Also encourages people to share photos of their animals.
- Valentine's Day: Stores, emails and website tout seasonal merchandise, with offers to earn extra loyalty points.
February
- Spring: Rolls out a line of themed private label toys.
- National Dental Health Month: Homepage carousel ad links to an e-commerce page of relevant products. Offers oral care tips via social media.
- National Cat Health Month: Social media posts share tips.
- Valentine's Day: Themed social media activity online and circular support for seasonal toys and treats in stores.
- Flea & Tick: Digital and circular activity promoting solutions for dogs and cats in preparation for warmer weather.
- PetSmart Charities National Adoption Week: Encourages adopting shelter pets, particularly at the retailer's regular adoption events.
- Love Your Pet Day: Social media activity included a giveaway in 2020.
- Presidents' Day: Extra savings on select items for the long weekend.
- Anything for Pets
March
- Spring: Offers deals on themed grooming packages.
- PetSmart Charities National Adoption Week: PetSmart Charities promotes adopting pets.
- St. Patrick's Day: Social media shares pictures of animals wearing green gear. Stores and website sell themed clothing and accessories.
- Easter: Encourages trips with events and photo opportunities; digital activity supports.
- PetSmart Charities National Adoption Week
- Anything for Pets
April
- Flea & Tick: Displays, circular features and digital activity spotlight products and services for pest prevention and removal.
- Treats Member Month: Members of Treats loyalty program are eligible for weekly deals, weekend savings, and a chance to win 1 million points.
- Spring Cleaning: Digital and e-commerce activity spotlights pet-focused cleanup products and grooming services.
- Earth Day: Chewy ties in with digital activity.
- National Pet Day: Social media encourages people to share photos of their pets.
- Easter
- Anything for Pets
May
- Cinco de Mayo: In 2018 ran multiple in-store events and launched a themed private label line.
- Mother's Day: Social media shows love for pet moms.
- Memorial Day: Offers patriotic-themed grooming packages for that benefit PetSmart Charities' efforts to train service animals for disabled veterans.
- Graduation: Social media salutes graduates of the retailer's pet training program.
- Pride: In 2023, the retailer launched new SKUs to its You Are Loved LGBTQ+-inspired pet apparel and accessories.
- Anything for Pets
June
- Summer Demo Days: Spotlights products for traveling with pets along with themed toys and apparel, samples, and discounts for Treats loyalty members.
- Father's Day: Merchandises in-store and online pet-lover gifts for fathers.
- Anything for Pets
- Pride
July
- 4th of July: BOGO sales and markdowns on pet essentials, toys, treats and more.
- Back to School: Stores merchandise themed toys, apparel and pet beds.
- Cats Month: Weekly deals and savings; loyalty program members can earn extra points on select purchases.
- PetSmart Charities National Adoption Week
- Anything for Pets
August
- Football: Stores merchandise licensed pet apparel.
- Back to School: Signage promotes dog training classes.
- Anything for Dogs Month: Treats loyalty program members earn extra points on services and select purchases.
- Halloween: Halloween-themed costumes, accessories and habitat begin arriving in stores and online.
- Anything for Pets
September
- Football: Stores host themed events.
- Halloween: Social media, stores, website showcase seasonal treats, costumes and accessories. In 2022, the retailer released a Star Wars-themed collection.
- Pet Hunger Awareness Day: PetSmart Charities matches donations (up to $40,000) through month's end, to help pet food to families in need.
- Anything for Pets
October
- Fall: In-store grooming salons offer themed treatments.
- Holidays: Merchandises a collection of seasonal toys, treats and apparel along with selling plush toys and throws to benefit PetSmart Charities. Also collects items to donate to children in need.
- 10X Treats Points Days: Two days for loyalty members to earn extra rewards points on merchandise and services online.
- Halloween
- Anything for Pets
November
- Black Friday: Heavily promotes sales with TV spots, digital activity and a dedicated circular.
- Cyber Monday: Offers up to 50% off pet essentials online.
- International Pet Groomer Appreciation Day: Social media showcases work of PetSmart's grooming team.
- PetSmart Charities National Adoption Week
- Anything for Pets
December
- Holidays: Encourages trips to the store for photos with Santa. Social media, website and store displays tout gifts and holiday fashions.
- Cyber Monday
- Anything for Pets