Food, Pet food, pet, pet retailer, Petco, pandemic, green repositioning, artificial substances, fresh meals, packaging, slogans, vet clinics, vet hospitals, customers, Vital Care, competition, customer service, after-sale service, partnership, merchandizing
This article was published on April 4, 2022, on Retail Dive and written by Caroline Jansen. This article discusses the new procedures put in place by the large American pet retailer Petco to expand. Indeed, after the pandemic, more and more households, being in need of company, adopted pets, which benefited the American brand. However, Petco must now take into account new factors, such as the growing interest in healthier pet food and the demand for an immersive in-store experience. Moreover, the competition in this market is quite aggressive, with its main competitor: PetSmart.
[...] Even if the result forecasts for this partnership is nuanced, it may allow Petco to differentiate itself and bring added value to its competitors. To conclude, the large American pet retailer Petco has been able to respond to new consumer expectations and market changes by changing its positioning and segmentation but also by innovating. To continue to grow, the brand should improve its digital channel and online marketing campaigns to meet all needs. For its physical outlets, Petco should focus on its more eco-responsible and organic positioning through its packaging and merchandizing. [...]
[...] Is Petco's positioning adjustment effective? How the American brand differentiate itself from the competition? Petco's positioning adjustment One of the first measures implemented by Petco was a green repositioning. In fact, the brand promised in 2018 that it will no longer sell products created with artificial substances on its shelves, and it followed through the following year. Petco has prioritized fresh and frozen meals, even building a Just Food for Dogs kitchen in their flagship store in New York City in 2019. [...]
[...] - Caroline Jansen (2022) - Is Petco's positioning adjustment effective? This article was published on April on Retail Dive and is written by Caroline Jansen. This article discusses the new procedures settled up by the large American pet retailer Petco to expand. Indeed, after the pandemic, more and more households, needing company, adopted pets, which benefited the American brand. However, Petco must now consider new factors, such as the growing interest in healthier pet food and the demand for an immersive in-store experience. [...]
[...] For example, it could create contests to win products on Instagram or invent new participative trends on TikTok. How does the pet food market evolve? The pet food market is growing year after year, especially after the pandemic. This growth is thus an opportunity but also a threat as competition increases. Petco must create added value to stand out from its rivals. To do so, the pet retailer should focus on its omnichannel strategy and specifically on digital and online channels, as the total online pet food market in 2020 grew 42.3%. [...]
[...] Finally, the American brand should focus on the training of its teams, as they are the first vectors of satisfaction for Petco's store visitors. After recruiting new customers, it is necessary to retain them, for that Petco introduced Vital Care, a paid annual membership program that gives pet owners access to services like unlimited vet exams, nail trims and teeth brushing, as well as a rewards program. In fact, the analyst Seth Basham said, "Providing services in stores helps, certainly, create some stickiness, more reason for the consumer to come back to the store or the pet hospital on a regular basis". [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
