Using segmentation and innovation to grow share.

With boutique, upscale competitors appealing to consumers who splurge on their animals, Petsmart wanted to understand how to better cater to the needs of this budding segment.

The Approach

The Approach

We combined quantitative segmentation with ethnographic interviews with these segments – both at home and within the store environment – to bring them to life. Our efforts helped to inform:

  1. Repositioning of pet care services
  2. Strategic goal setting
  3. Differentiated service offerings

The Outcome

Petsmart was given detailed segment infographic posters that highlighted key target segments, including their behaviors, motivations, and recommendations on how they could be converted to loyalists. We continued to work with Petsmart to help implement this initiative, and they remain a valued client today.


Billion: amount that Americans spent on pets in 2015

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