PetSmart is a pet retailer that has been in business since 1986. They have more than 1,500 stores in the United States and Canada, and they are the largest pet retailer in North America.
PetSmart’s target market is extremely broad, as they sell products for dogs, cats, fish, birds, small animals, and reptiles. However, they do have a few specific segments that they focus on more than others.
In this article, we will discuss the PetSmart target market and some of the reasons why pet owners shop at PetSmart!
Who is the PetSmart Target Market?
One of the best ways to understand the PetSmart target market is to understand why pet owners shop at PetSmart as opposed to somewhere else like Petco or even at a non-specialty store that carries pet food.
By understanding people’s needs and motivations for shopping at PetSmart we can divide this market into segments to better understand the drivers of each segment.
This process gives us the following segments of the PetSmart target market:
- Pet Owners who prefer premium products for their pets
- Pet Owners who like plenty of choices to select from
- People who have multiple pets
- People who only buy all-natural pet food
- People who have pets with special needs
- People who appreciate PetSmart’s in-store services
- Pet Grooming and Daycare businesses
Let’s now look closely at each of these customer segments of PetSmart.
#1. Pet Owners who prefer premium products for their pets
One of the main reasons pet owners shop at PetSmart is because they offer premium products for pets. PetSmart carries many brands of pet food that you cannot find at other stores, and they also have a wide variety of premium pet toys, accessories, and clothes.
These pet owners are willing to pay a little bit more for their pet products because they know that PetSmart carries high-quality items. They also appreciate the wide selection that PetSmart offers.
Pet owners who choose premium products over generic products are also more likely to pamper their pets. They may be more likely to buy their pet designer clothes or take them to grooming salons for regular baths and haircuts.
#2. Pet Owners who like plenty of choices to select from
One of PetSmart’s strengths is the large number of choices they offer pet owners. PetSmart carries products for every type of pet, and they have a wide variety of brands to choose from.
This is appealing to pet owners who like to have plenty of options to select from. Even though there are many choices available, PetSmart’s helpful sales associates are always willing to help pet owners find the perfect product for their pets.
PetSmart also offers a variety of services, such as dog training and pet adoption. This is appealing to pet owners who want to find everything they need for their pets in one place.
PetSmart also offers an online pet pharmacy, which is convenient for pet owners who need to refill their pet’s prescriptions.
PetSmart’s large selection and convenient services make it a one-stop shop for pet owners.
#3. People who have multiple pets
This segment of the PetSmart target market consists of people who have multiple pets. PetSmart is appealing to these customers because they offer a variety of products for all types of pets, and they have a wide selection of brands to choose from.
PetSmart can be particularly useful for these people who have multiple pets of different species. When they go to a PetSmart store, they can buy food, toys, and accessories for all of their pets in one place.
People who have multiple pets are also more likely to use PetSmart’s online pet pharmacy. This is because it can be difficult to keep track of all of their pet’s prescriptions and medications.
#4. People who only buy all-natural pet food
Most pet owners want to provide the best possible care for their pets, and this includes feeding them healthy food. But many pet owners go a step further and only buy all-natural pet food for their pets.
These people believe that all-natural food is the best for their pet’s health. Often they themselves only eat all-natural and organic foods, so they want to extend this same lifestyle to their pets.
PetSmart is appealing to these customers because they offer a wide variety of all-natural pet food brands. PetSmart also offers all-natural treats and chews for pets.
#5. People who have pets with special needs
Pets, like humans, can have special needs. Some pets need special food because they have allergies, and some pets need medication to treat chronic conditions.
Pet owners who have pets with special needs appreciate PetSmart because they offer a wide variety of products for all types of pets. Also, at PetSmart shoppers can easily talk to a sales associate about their pet’s needs and get recommendations for the best products.
#6. People who appreciate PetSmart’s in-store services
As we’ve seen, PetSmart offers a variety of services, such as dog training and pet adoption. But they also offer grooming, a hotel for pets and veterinary care.
In fact, dog grooming is one of PetSmart’s most popular in-store services. Pet owners appreciate that they can drop their off dog at PetSmart and have them groomed while they go about their day.
Likewise, PetSmart also offers dog training which can be helpful for pet owners who are struggling to train their dogs themselves.
PetSmart’s hotel is also popular with pet owners who are traveling and need a safe place to leave their pets. PetSmart’s veterinary services are also popular with pet owners who want to be able to take care of all of their pet’s needs.
#7. Pet Grooming and Daycare businesses
Individual pet owners are not the only ones likely to shop at PetSmart. The PetSmart target market also includes businesses such as pet grooming and daycare businesses.
In fact, dog daycares are a growing business as more and more people are working long hours and need to leave their dogs in someone’s care during the day. Likewise, they are unable to take their dogs for walks during the day making dog walking a growing business too.
Dog daycares, dog walkers as well as dog groomers all need to purchase dog food making them an important segment of any pet food market and certainly the PetSmart target market.
And this market isn’t limited to businesses that just take care of dogs – though this is the largest segment of the market – it includes all businesses that provide services where the pet is in their care long enough that they need to think about how to feed it.
Conclusion
The PetSmart target market includes pet owners who prefer premium products for their pets and would rather shop at a well-known pet store rather than at a random, generic store that also carries pet products.
This market also includes pet owners who like plenty of choices to select from. This could be because they like to have choices or because they need choices because they have multiple pets.
A specific segment of the PetSmart target market includes pet parents who only buy all-natural pet food for their furry friends. They believe in the best and only the best for their pet and this rule applies to the quality of the food.
People who have pets with special needs are also likely to shop at PetSmart. People who appreciate PetSmart’s in-store services like grooming, daycare, vet services, etc. are also likely to visit PetSmart.
And finally, the PetSmart target market is not limited to individual pet owners. It also includes businesses that provide services to pet owners, like pet grooming and pet daycare.
