Petsmart 2006 Annual Report Download - page 3

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A
D
O
P
S
T
O
CUSTOMER EXPERIENCE
BEHIND THE SCENES
TOTAL LIFETIME CARE
SM
With our integrated product and service
business, experienced and knowledgeable
associates find it even easier to introduce
pet parents to new products and recommend
the right services.
Jennifer learns that training is one of
the most important elements to building a
successful relationship with her new pet,
so she signs up for a training class before
leaving the store. She receives information
that helps her choose the healthiest food
at the right stage of her dog’s life, and offers
to try new products. She even receives
reminders to switch foods as her dog grows.
The openness of the services in the store
are not only fun to watch, but Jennifer finds
that she’s comfortable—even encouraged—
to try them out. The sense of community of
shopping with her dog gives her a chance
to compare notes with other pet parents.
Every week for seven weeks, Jennifer visits
the store for training class. She learns more
about PetSmart’s services, and as we earn
her trust, she’s more likely to try other
services. Before her training session ends,
Jennifer makes appointments for the grooming
salon and the PetSmart PetsHotel®. She gets
to know the associates by name, who warmly
greet her and her pet every time and
answer questions.
Our unique ability to tap into how our customers
feel about their pets—and to play a role in
deepening that bond—is one of our biggest
competitive advantages. We have invested in
tools, processes and skills to hire caring and
passionate associates, and train them to
be helpful and knowledgeable. And we offer
competitive pay and benefits to both full-time
and part-time associates, knowing it’s good
business to invest in our associates.
Based on extensive research, we created
the PetSmart New Pet Center, an innovative
concept featuring key products and
information for new cat and dog parents.
We’ll roll it out to more than 600 stores in
2007. We are using the data we receive
from our PetPerks® program to better
predict the needs of our customers,
and make their shopping experience at
PetSmart more meaningful.
Our stores are highly productive with
industry-leading sales per square foot.
They’re in a consistent format designed
around our customer, and are economical
to refresh as our business and our
customers’ needs change. Customers can
easily find what they’re looking for, and
improvements to the supply chain keep
the store shelves well-stocked.
Stores in our latest format feature an updated
pet training center. It draws customers’
attention to pet training, which is a strong and
recognizable differentiator, encourages pet
parents to visit our stores again and again, and
lets us develop lasting relationships with them.
Our accreditation program for trainers includes
enhanced curriculums. They spend 80 percent
of their time working with experienced trainers
in actual classes.
Jennifer notices her dog’s coat isn’t looking as shin
and healthy as it once did. She goes to her local
PetSmart, knowing that the caring associates will
help her find a solution.
Through PetSmart Charities’ adoption centers,
PetSmart® customers have saved the lives
of more than 2.8 million homeless pets.
The New Pet Center and our knowledgeable
associates make it easy for Jennifer to find
what she needs to bring her new pet home,
and she joins our PetPerks® savings program
to receive targeted offers and information
specific to her dog’s needs and life stages.
Jennifer loves to take her dog to her
local store. Not only does he get to pick
out his own toy, but she enjoys talking
with other pet parents. She likes that the
store is easy to shop and that all of her
local stores are in the same format. She
can quickly find what she is looking for,
leaving time to watch the dogs play in
Doggie Day Camp, or visit the pets in the
adoption center.
An experienced professional trainer helps
Jennifer strengthen the bond between her
and her dog. She enjoys the environment of
a dedicated, in-store training space, and the
sense of community that she shares with her
fellow pet parents.