Petco Animal Supplies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquarterd in San Diego, California, Petco Animal Supplies Inc. is a chain of retail stores providing premium pet food, supplies and services. In addition to retail operations, Petco's services include pet grooming, professional pet photography and pet training courses.
|Main Telephone||(858) 453-7845|
|Main Fax||(858) 677-3095|
Petco Animal Supplies, Inc. ContactsContacts (5/27)
Sample of Associated Brands
|Jim M.||Chief Executive Officer||CA|
|Michael Z.||Senior Vice President & Chief Marketing & Digital Officer||CA|
|Kelly B.||Chief Information Officer & Senior Vice President||CA|
|Mike N.||Executive Vice President & Chief Financial Officer||CA|
|Petco Animal Supplies, Inc.||********|
|Unleashed by Petco||*******|
|***** ****** ********, ***.||**********||Digital, Media Buying, Media Planning||2011||present|
|***** ****** ********, ***.||**********||AOR - media buying & planning||2011||present|
|***** ****** ********, ***.||***** ******||AOR - creative||2013||present|
|***** ****** ********, ***.||*** *****||Media Buying||unknown||present|
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Score 84 – Account in Jeopardy: Petco to focus on ‘individualized' marketing post-IPO, look for t...
Subject: TV, print, social media, digital, online, sponsorship, PR, experiential, direct marketing
Company: Petco, San Diego-based, privately-held pet retailer with more than 1,300 locations nationwide. Petco stores are complemented by the largest integrated e-Commerce offering in pet specialty retail with Petco.com, DrsFosterSmith.com, Liveaquaria.com and Unleashed.com.
Opportunity: Just months after naming a new CMO (more here), Petco has filed S-1 docs with the SEC. According to these documents, Petco will continue to elevate its customer engagement efforts post-IPO. Petco views its customer engagement model as a “significant competitive advantage.” This model focuses on each stage of the customer lifecycle, “from early engagement welcome emails to growth- and retention-based brand initiatives and event-based campaigns to win back customer appreciation and reactivation efforts.” And while this is an advantage, Petco is looking to improve through a mix of promotional and informational messaging, including by offering more customized emails and engagement in social media. Overall, “[Petco] seeks to be at the forefront of the shift to more individualized marketing and customer engagement, creating loyalty-based, lifetime value proposition for pet parents that increases visit frequency and per trip expenditure levels,” according to SEC docs.
The focus of Petco’s marketing is to deliver brand differentiation, communicate pet parenting trends and innovation and provide promotional offers for products and services. This is accomplished using traditional media, including newspaper circulars, TV, mail and in-store activities, while expanding digital and mobile vehicles, including search, social media, email and display advertising. Sellers should be on the lookout for paid media opportunities, both on- and offline. Initiative has handled media planning and buying since 2011, according to The List.
Agency readers with deep retail experience should engage CMO Michael Zuna immediately since (like all new CMOs) he'll certainly take stock of Petco's current agency roster and marketing budget. The pet retailer's current relationships are all older than two years (avg. agency tenure is 2-3 years), making them even more vulnerable.
Brand Awareness: According to independent third-party research, Petco has unaided brand awareness of over 70% as of the end of Q2 2015. Petco recognizes that much of this brand recognition is driven by the scale of its store presence – it is currently the largest specialty pet retailer in the US by number of stores (1,400 in all 50 states, DC and Puerto Rico). Maintaining this brand awareness will be achieved through supporting long-term relationships with pet parents particularly through knowledgeable in-store associates, interactive store experiences, customer rewards programs and targeted marketing.
Acquisitions: In fiscal 2015, Petco acquired here).
Target Audiences: Married adults ages 55-to-64 and affluent female household decision makers ages 30-to-65 tend to spend the most on pet food. However, the Unleashed store format, with 130 locations in or around urban markets, are designed to appeal to Millennial customers.
Media Spend: According to Kantar Media, Petco spent $46.7 million on measured media in 2014 – up 24.7% from 2013. Most of this spend was allocated to broadcast ads – $37.7 million. The remainder was dedicated to digital ($5.5 million) and print ($3.4 million).
TV Breakdown: ISpot.tv reports that Petco has spent $28.4 million on national TV ads so far this year – down from $32.2 million for the same period 2014. For 2015, the most money has been spent to air ads on NBC, CBS, A&E, Food Network and FOX during shows such as “Criminal Minds,” “Today,” “Good Morning America,” “CBS This Morning” and “The Slap.”
Digital Breakdown: Per Moat, Petco has run 101 standard display ads on 3,314 publishers so far this year (<1% mobile). Top ad destinations include dogtime.com, hgtv.com, foodnetwork.com, diynetwork.com and pe.com. For the same period over 2014, 72 creatives were run on 523 publishers (<1% mobile). Note that Petco actually decreased programmatic buys in 2015, falling to 71% from 84% for the same period 2014.
9125 Rehco Rd.
San Diego, CA 92121
Chief Marketing & Digital Officer
Vice President, CRM, Loyalty & Marketing Analytics