(Full case study available upon request)
PetSmart Takes Pet Pampering to a New Level with the Launch of The Groomery by PetSmart™
Stand-Alone Salons Open in New York, Chicago, Scottsdale, AZ, Denver, CO, and Columbus, OH
PetSmart is introducing The Groomery as pet care spending continues to increase. According to the American Pet Products Association, in 2016 Americans spent nearly $5.8 billion on pet services, a segment growing faster than any other in the pet category.
Each location features a salon-style modern design in a boutique-sized space of about 1,800 to 2,500 square feet of space, much smaller than a traditional PetSmart store.
Store details include:
Grooming Salon – The Groomery salons feature at least 10 wide, easy-to-maneuver tabletop spaces for the PetSmart grooming staff, all of whom are academy-trained, and undergo 800 hours of certification training and a six-month apprenticeship. A bathing area with stainless steel tubs allows for washing the pups, while no-heat dryers safely dry them after a comforting hand-towel drying.
Self-Service Dog Wash – The Groomery locations offer two or more self-service dog wash stations, a popular option within the grooming segment that gives pet parents an easy solution to bathe and bond with their pet, especially after a day at the park. The washing stations feature wall-mounted washing and drying equipment, and an array of complimentary shampoos and conditioners that address a range of needs from de-shedding to skin sensitivities.
Merchandise – The lobby area of The Groomery stores are stocked with high-end health and beauty pet essentials such as shampoos, brushes, collars, leashes and treats, including an expanded collection of at-home pet grooming supplies from popular human brands like CHI® and Burt’s Bees®, as well as pet brand Furminator®.
(Ask for a portfolio review to see a full case study of this project)