Petsmart 2003 Annual Report Download - page 12

Download and view the complete annual report

Please find page 12 of the 2003 Petsmart annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 82

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82

Creating an emotional bond
Through customer relationship marketing,
we’re learning to better understand our
customers and better serve the changing
needs of their pets. This powerful program
is designed to build strong relationships
with our customers. And, by providing
our customers with the education they
need to help their pets live long, healthy
and happy lives, we have the opportunity
to drive long-term loyalty to our brand.
We’re using advertising to create a
compelling, recognizable brand image
that connects with customers at an
emotional level. Our television advertising
communicates the bond between pet and
pet parent, while our print ads emphasize
selection and value.
And, we’ve developed in-store events to
drive traffic into the store and to introduce
our customers to our complete offering.
Our first national Yappy Hour promotion
featured pet services demonstrations,
product offers and socializing—attracting
more than 40,000 pet parents to our
stores in a single evening.
Saving millions of homeless pets
Taking care of pets and doing what’s
best for them is a responsibility we take
seriously—it’s our inspiration and is at
the heart of our brand. And, it’s one reason
our customers pass up the competition
to come to our stores.
Since our inception in 1987, we made the
conscious decision to battle the problem
of pet overpopulation by refusing to sell
cats or dogs. Instead, we donated space
in each of our stores to local shelters and
humane organizations—where, through
adoption, homeless pets get a second
chance at life.
Over the past decade, PETsMART and
PETsMART Charities, Inc., have raised
more than $31 million to help animal
rescue and welfare organizations in their
lifesaving work. And our in-store adoption
programs have saved the lives of more
than 1.7 million homeless pets.
10
”
“...I visit the Bell Road and 7th Avenue store frequently, as I have 1 turtle, 1 hamster,
1 cat, 2 large fish tanks, 2 hound dogs and 2 children. I am at this store so much,
I am on a first name basis with the employees. And, because of their great service,
I would never consider going any place else...
T.H., a PETsMART customer from Phoenix, Arizona
Products, pet services and solutions...our customers
trust us to help them with all their pets’ needs.
More than 1.7 million pets have found homes
through PETsMART Charities Adoption Centers.
By better understanding our customers’ needs,
we’re building bonds that last a lifetime.