Pet Pros: In-Store Happenings
The 2019 Retailer of the Year wants pets and pet parents to enjoy the shopping experience in its stores.
It’s important to Pet Pros that their stores aren’t just a place to sell healthy pet food and supplies: Stores should also be a place for guests and their pets to learn and interact with each other and employees.
To get people in the door of their events, the company tries to provide a perk, whether it’s special savings, treat tasting, education or other in-store activities. When it comes to the events themselves, “comprehensive” is somewhat of an understatement.
The Annual Paw-liday Giving Campaign, which kicks off on Small Business Saturday and runs through the end of December, raises money for local animal welfare groups. Last year, the company raised over $54,000 and partnered with six rescue groups.
To engage its customers online and celebrate their pets, Pet Pros hosts monthly Facebook photo contests, with the biggest one being the annual Paw-cific Northwest Pets Photo Contest. The rules are simple: Pet owners are asked to submit pictures of their pets enjoying the Pacific Northwest summer. Last year’s contest saw over 300 entries. The Paw-cific Northwest photo contest leads right into the Paw-cific Northwest storewide event, where local and regional products are celebrated and highlighted.
For a little more holiday cheer, the Paw-liday Caricature Tour offers free caricatures of customers’ pets. Other “fun” events include the St. Paw-tricks Day event, Cinco de Meow and, of course, the company’s anniversary.
On the education and natural side, Pet Pros transitions its store trainings into store events. The most recent example was the superfoods training, which segued into a sampling of frozen treats at the Summer Kick-Off. Guests were provided with free samples and DIY recipe sheets that featured superfoods and offered additional savings on certain products.
“After many events, we send surveys to our teams to get feedback on what worked, what didn’t, what guests responded to, ideas to improve future events, etc.,” says Patti Cofano, marketing manager. “We’re always trying new things, so that feedback helps our future events.”