PetSmart Bets Big on Natural Food

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PetSmart Bets Big on Natural Food

By Samantha Nelson - 07/10/2018

PetSmart is continuing to shore up its selection of natural cat and dog food with the addition of three new brands to its shelves.

In stores, gondolas use a "new @petsmart" message to spotlight SKUs from MPM Products' Applaws and the flagship brands of Solid Gold Health Products for Pets and Halo, Purely for Pets. The displays are equipped with side panels detailing the benefits of the high protein and low carbohydrate diets the brands provide. Shelf signs additionally offered PetPerks loyalty cardholders a free can, tray or treat of Solid Gold with the purchase of a bag of the dog food from June 4 to July 8.

Multiple features in the retailer's April 30 and June 4 circulars promoted the new brands and detailed a "Bounce-Back Bucks" deal. From April 30 to July 29, PetPerks loyalty cardholders earn a coupon for $5 off a future in-store service when they purchase a bag of pet food from the new brands or Ainsworth Pet Nutrition's Rachael Ray, which launched at PetSmart in January. Other April 30 features also offered cardholders $10 off a future Solid Gold brand receipt with purchase of a bag of the brand's food from April 30 to June 3. Email blasts and a carousel ad on petsmart.com support the launch and link to e-commerce pages for the brands.

The retailer also is using the new @petsmart messaging on pallet displays stocking an expanded selection of Nulo Pet Food's Nulo MedalSeries, which launched exclusively at the retailer in 2016. Signs affixed to the displays and a front-page feature in the June 4 circular offer cardholders a Bounce-Back Bucks deal from June 4 to July 29 where a $30 purchase of Nulo MedalSeries or WellPet's Wellness earns $10 off a future receipt for the same brands. Ads in emails sent on June 6 and 16 promote the deal.