Retailers don’t often call out rivals by name, but PetSmart is taking off the pups-and-kitties gloves, challenging customers to ditch Chewy, its largest online competitor. The
retailer is basing the new effort on findings that 76% of pet parents “cheat” on their primary pet retailer. The campaign, created by Porter
Novelli with spots from Deutsch*, argues that online-only pet retail — the model that helped fuel Chewy’s rise — is now creating friction for shoppers who want flexibility and a
little animal-lover face time before committing to purchases. Consumers can enter a sweepstakes to win one free year of Autoship online. And on Feb. 21, National Breakup Day, they can bring in another
retailer’s Autoship box and receive an instant-win scratch ticket for a shot at the grand prize.
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Bradley Breuer, senior vice president of marketing at
the Phoenix-based company, tells Retail Insider more about the new strategy.
This interview has been edited for
length and clarity.
Marketing Daily: The new campaign asks people to ditch online retailers and make
PetSmart their exclusive retailer. What gave you the confidence to call out competitors in such a direct way?
Bradley Breuer: We know customers shop at multiple places, and most juggle multiple retailers. We also offer autoship, as do our competitors. But we have so much more with our
1,600 stores. We believe there’s a strong message in letting people know that yes, we can do autoship, but we can do all these other things — you can get your pet groomed, buy online and
pick up in stores, or get same-day delivery. You can adopt pets here. This campaign positions us as the full-package solution.
Marketing Daily: Did it feel risky? Lots of people love Chewy, and it’s become an ecommerce powerhouse.
Breuer: We’re inspired by many great brands that take a firm stand on why they are such a compelling alternative for customers. This is a moment where
PetSmart is claiming its place as the best in pet specialty. We’re proud of what our stores and associates give customers every day, and proud of our digital experience. It is also a chance to
build awareness for our autoship business.
Marketing Daily: What are some of the in-store experiences
consumers value most?
Breuer: There’s a lot about having a pet that’s unpredictable. Maybe
it’s an upset stomach, or they don’t like the toy you bought online. Maybe you want cat litter sent via autoship, but if you’re having a behavioral issue, you know you can come in
and talk to us. As young people say, you can come in and touch grass. People also come in when it’s cold because it’s a pet-friendly place to walk your dog.
Marketing Daily: How much does that sense of community contribute to traffic?
Breuer: Our associates are knowledgeable, and they share an incredible passion for pets with customers. That interaction — whether with the pet parent
or the pet itself — drives much of the interest in being in a store. We recently held a Valentine’s Day event where people came in to get a treat for their pet and take a photo with a
beautiful backdrop. We’ve also seen traction with Halloween events, where people trick-or-treat with their pets and dress them in costume. It attracts a range of consumers, but it especially
resonates with younger generations.
*An earlier version should have credited Porter Novelli.