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PetSmart Introduces New Membership Tiers to Enhance Customer Loyalty
PetSmart, the renowned superstore company dedicated to catering to the needs of beloved pets, has recently unveiled an enhanced loyalty program aimed at providing pet parents with a myriad of options. The program, known as Treats Rewards, originally featured a single tier for its members, but has now been expanded to include two additional tiers – Bestie and Very Important Pet Parent (VIPP).
Increased Customization and Benefits
The revamped loyalty program promises to be more streamlined and adaptable, focusing on encouraging increased customer spending while fostering a sense of loyalty among patrons. According to a company email received by Quartz, the new tiers are structured around the annual expenditure of customers on pet-related products.
Customers currently holding a Member account have the opportunity to upgrade to the Bestie tier upon reaching a spending threshold of $500 to $999. For those surpassing the $1,000 mark, the VIPP tier awaits. Among the various perks offered by the loyalty program are personalized offers tailored to pets, including birthday gifts, exclusive access to sales and product launches, along with rewards from the Salon.
Strategic Business Move for PetSmart
With a reported 67 million loyalty members, PetSmart views the introduction of these additional membership options as a significant business opportunity. The company noted that 93% of their purchases are linked to Treats Rewards accounts, emphasizing the program’s crucial role in driving customer engagement and retention.
As PetSmart seeks to connect with a broader audience of pet owners, the emergence of Generation Z as a key demographic in the pet retail sector has not gone unnoticed. Members of Generation Z, aged between 12 and 27, have already begun reshaping the landscape of pet retail.
Gen Z’s Influence on In-Store Traffic
Recent insights provided by pass_by, an AI-powered geospatial analytics platform, have underscored the impact of Generation Z on in-store pet traffic. Drawing on data collected from in-store sensors and various other datasets, pass_by revealed a 1.3% increase in Gen Z visits to PetSmart over the past five years.
James Ewen, the vice president of marketing at pass_by, highlighted Generation Z’s inclination towards brands and establishments that align with their values. Notably, this demographic places a premium on sustainability, ethical treatment of animals, and immersive in-store experiences that foster a sense of community and shared values.
By catering to these preferences, pet retailers can effectively cultivate loyalty among Generation Z consumers, ensuring a steady flow of foot traffic and sustained engagement with retail establishments. As the pet retail landscape continues to evolve, PetSmart’s strategic initiatives signal a proactive approach towards adapting to changing consumer preferences and fostering long-term customer relationships.
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