Petsmart 2005 Annual Report Download - page 9

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We took bold steps in 2005 to solidify our position as the destination
for conscientious pet parents seeking smart solutions for their pets.
With more than 15.7 million PetPerks cardholders enrolled at year’s end,
we’re capturing more than two-thirds of total transactions and three-fourths of
total sales through our loyalty card. Our customer-focused PetPerks® savings
program is poised to begin delivering a meaningful benefit to the top line in the
second half of 2006 by driving loyalty, increasing spend per pet and drawing
customers to products and services only we provide.
More than a loyalty card, our PetPerks savings program is a sophisticated data
mining and management system that helps us create customer communications
and offers that are specific to delivering Total Lifetime Care to pets.
In addition to highlighting our everyday
low price proposition, we’re offering
the customer strong price
promotions. We know which items
can best drive our overall price
image and which are most
likely to attract customers.
Our weighted average market
basket continues to be 5 to
15 percent below grocers and
other pet specialty retailers, and
we’re still within 3 to 5 percent
of the cheapest discounter.
Our marketing campaigns are backed by a
strong value system that places pet health,
safety and quality at the forefront. We strive
to sell—or where appropriate, support the
adoption of—pets we believe make good
and appropriate family members.
Rashell Cooper
Dog Fashion Expert
Rashell has more than 10 years of
experience in fashion merchandising,
and still tracks trends in the human
fashion world before selecting items
for the fast-growing categories of dog
apparel and soft-sided carriers for
PetSmart. She knows firsthand that
customers shop for form, function and
a lot of pampering when it comes to
their pets. Rashell has two rescued
cats: Bama and Fuamatu Ma’Afala.
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