Special Report: PetSmart

r From Pg. 4 starting a new practice on their own. PVS performs the build-out for each of the hospitals and provides some of the cutting-edge veterinary equipment necessary for the operation of the hospital. In addition, each owner receives administrative support from PVS’s experienced team of dedicated industry experts. To ensure the highest standard of care, every PVS hospital also maintains American Animal Hospital Association (AAHA) accreditation, giving the hospitals a competitive edge and pet parents more confidence in the care provided to their beloved pet.

“PetSmart Veterinary Services is all about putting veterinary hospital ownership back in the hands of veterinarians,” said Dr. Jaime Klimsey Pickett, DVM and owner of the Peoria location. “Since I began practicing veterinary medicine, I have seen the difference in the care provided to pets and the happiness and fulfillment of the veterinarians themselves when they are in control of their own business. This independent ownership model empowers doctors to continue to do what they love while supporting their own career and personal development. It is a win-win for veterinarians across the country.”

PVS is a point of focus in PetSmart’s first corporate social responsibility (CSR) report, “A World Through Their Eyes,” released in March (PetSmartCorporate.com/CSR). Recognizing the opportunity to take a greater role in setting the standard around key issues, PetSmart formalized CSR as a cross-functional discipline to document the impactful work already happening, while identifying new opportunities to drive meaningful business and societal change.

“This report captures the important progress we’ve made and sets the foundation for continued industry leadership across our commitments to our people, the pets in our care, the planet and the communities we serve,” said J.K. Symancyk, President and CEO of PetSmart. “I’m proud that our priorities reflect the thoughts, beliefs and passions of our more than 50,000 associates who are at the heart of everything we do.”

The report focuses on three key pri- ority areas: Healthy & Happy Pets, Empowered People and Responsible Stewards. Examples of initiatives outlined include investing 1.5 million hours of training for associates in pet care positions who are responsible for caring for 9.4 million pets across PetSmart’s stores, salons, Doggie Day Camps and PetsHotels; investing nearly $50 million in spending with diverse suppliers including minority and women-owned businesses; and consistently reducing energy use through the last five years, despite opening new stores, including four LEED certified PetSmart stores in the US and Canada.

“From my very first day, I’ve been struck by PetSmart’s unique culture of people who are passionately devoted to pets, deeply committed to operating responsibly, and innovating across a broad range of CSR areas,” said Joanne Dwyer, VP of Corporate Social Responsibility and Sustainability who joined PetSmart last year to guide the company’s CSR strategy. “Our daily work combines a deep love for pets and a desire to leave our world a better place. Our first CSR report establishes an important baseline to measure and report on our progress in the years to come.”

Meanwhile, PetSmart has been targeting its Happy & Healthy Pets priority with delightful initiatives such as its call-out in January for the first-ever dog and cat “Chief Toy Testers” ambassadors, funding their human companions with $10,000 each in compensation.

“We are recruiting two playful and eager team members to bring into our PetSmart pack as the first-ever Chief Toy Testers,” said Will Smith, Senior Vice President and Chief Marketing Officer at PetSmart. “The new Chief Toy Tester roles will help us better connect with and serve our four-legged (or less!) cat and dog customers in exciting ways. These c-suite pets will let pet parents know they are getting the best triedand-true products for their beloved furry family members.”

The Chief Toy Testers would participate in PetSmart product unboxings as well as appear at PetSmart events as a celebrity VIP throughout their one year in the role. As connoisseurs of the latest and greatest pet commodities, the cat and dog Chief Toy Testers will ensure new toys and treats are assessed with the utmost consideration while also managing their pet parents as they post their pet’s official product findings to social media platforms.

The company promises to unveil its official testers by the end of April.

Rewarding Loyalty

Every day, PetSmart’s free Treats Rewards program allows customers to receive points for each dollar spent in store, online and on pet services that can be redeemed for discounts on any product or service. The program also offers exclusive, member-only deals and discounts, free shipping on select orders over $49 and more.

“We work hard to build connection and trust with our customers and these relationships are what keep pet parents with us, even as we all take on the macroeconomic challenges facing retail,” Shane said. “One great example of this is our Treats loyalty program. We continue to learn from our customer data and analytics to provide more personalized and targeted offerings to engage this active customer set and are seeing great results. The value of our program goes beyond sales incentives as Treats members truly get more. We are testing new ways to drive sales through early member access to new collections and products, as well as allowing members to donate their Treats points to PetSmart Charities to support pets in need.”

In celebration of the Treats Rewards program, PetSmart in April is hosting its first-ever Treats Members Month to reward loyal pets and pet parents. Every week, members receive new offers for their pets, be able to earn bonus points on dozens of items, have the opportunity to enter the Treats Super Giveaway for a chance to win 1 million Treats points along with other perks.

“Pet parents give so much to their pets, and we want to ensure Treats members feel the love, too,” said Smith. “All year we reward and engage our most loyal customers through early access to exciting launches, events and deals, but Treats Members Month is our biggest celebration of pets and pet parents ever. It’s an important moment for us to connect with and deliver value to pet parents, living up to our ‘Anything for Pets’ promise.”