PETSMART
COMPANY
FITCH
PROJECT
NEW CONCEPT COLORADO / 2016
ROLES & RESPONSIBILITIES
3D Designer
During my time at Fitch, I played a pivotal role in the development of PetSmart's 'Store of the Future.' I was deeply involved in this project, contributing from its initial concept to its successful realization while maintaining strong client relationships throughout.
Our objective was to bring to life the brand's vision, positioning PetSmart as a dependable partner for both pets and their owners. Additionally, we aimed to provide the business with the adaptability to tailor product offerings according to predefined cluster types. Our primary focus was on accentuating PetSmart's array of services, including grooming, boarding, adoption, nutrition, training, and habitat creation. We strategically aligned the product offerings to support and complement these essential services.
CONCEPTUAL FRAMEWORK
💙 LOVE: We believe pets make us better people. We care about the relationship between pets and pet parents and tirelessly work to end pet homelessness.
💙 HELPFUL: Our goal is to help every pet parent provide the best care for their pet. We strive to solve the problems pet parents face at every moment of their pets’ lives so the relationship between parents and pets grows stronger and more rewarding.
💙 PERSONABLE: PetSmart is genuine, engaging and local. We are bonded with our communities and dedicated to pets and their parents.
💙 FUN: A trip to PetSmart promises moments of discovery, connection and theatre. A colorful, spirited and joyful reflection of our relationship with pets.
STRATEGY
CONCEPT 1: MY BETTER HALF
PETSMART PET PARK
This serves as the defining, central moment that unifies the entire new PetSmart space. Given the considerable size of PetSmart stores, introducing a central gathering area breaks the monotony of the existing aisle layout. The primary considerations in developing this signature space encompass the following:
💙 A PetSmart greeter will warmly welcome both you and your pet upon entering the store, emphasizing the brand's commitment to showing affection to owners' pets.
💙 The space will evoke a sense of familiarity, mirroring a natural environment for pets and their parents, effectively bringing the outdoors indoors.
💙 Prominent placement of curated product narratives, presented in a captivating and visually appealing manner.
💙 Integration of low-tech projections infused with dynamic elements that change with the seasons, aligning with product narratives and merchandising.
💙 Multifunctionality, accommodating events, training sessions, adoption initiatives, community gatherings, and product demonstrations.
💙 Flexible fixtures on tracks or casters to enable the area to be easily opened or closed for various events and product merchandising displays.
💙Bench seating will be incorporated, allowing PetSmart trainers to bring small pets for customer interaction and engagement.
CENTRALIZED SERVICES
- Centralized check-in highlights services and expedites check-in / check-out process.
- Windows provide transparency and reinforce trust for the brand.
- Treat for you treat for me when using the services (coffee for you, treat for dog)
- Centralized services connected via sensor to Doggy Drop Off in entrance of store.
- Centralized services creates better logistics for company and back of house.
HABITAT DESK
- Fish, Small Animals, and Reptiles will have their own help desk and POS.
- These owners have more specialized needs for their animals and a PetSmart associate will be available for the customer’s needs and to give their expertise for customers pets.
- Pet platforms are used to reflect parent and pet equality.
- PetSmart wants to elevate the expertise they have in this department.
PUP PARLOR (BAKERY)
- Baked treats will be on display and is like a candy store for your dog.
- Can order custom made treats for your dog, PetSmart will have small prep kitchen to bake.
- Reusable branded bags for bulk items and treats.
- Possibility to work with local vendors for specialized treats ei: puppy birthday cakes
SMALL PETS + FISH
- Fish, Small Animals, and Reptiles will have their own help desk and POS.
- These owners have more specialized needs for their animals and a PetSmart associate will be available for the customer’s needs and to give their expert help.
PET ADOPTION
- A space where customers care encouraged to interact with the cats in an open and fun environment.
- Displaying PetSmart’s vision of “ending pet homelessness”
- Digital screen of all the pets that are available for adoption, not just ones shown in the store currently but at shelters locally.
PINNACLE (CANINE HEALTH FOODS)
- Surrounding fixtures are the highest in the store and creates a ‘shop in shop’ concept.
- Pendant lights reflect elevated presentation of Premium food
- Demo tables and take home sample food packets will be available for customers to take home before investing in new high quality dog food.
- A PetSmart associate will be available for health and nutrition guidance in this area.
CONCEPT 2: JOINED WITH THE HEART
FISH
- Atmosphere is dramatic invites guests to sit down and marvel at the fish.
- Interactive touch screen in center to learn more about the fish, how to care for fish, and “did you know” facts. Expert assistance is at help pet park desk.
- Wooden ceiling with portholes with digital projects that represent the ocean provides activation of the space.
PINNACLE
- Pinnacle fixtures in wood are elevated expressions and create the intersection at the community table
- Community table could feature interactive surfaces to:
- Build specialized habitats
- Consult with pet nutritionist
- Spectator seating
- Try before you buy, for demos
CAT OUTPOST
- Interactive digital moment for the cat parent featuring “did you know?” Facts about cats and how their bodies work and also how different foods affect them.
- There is a product story featuring latest and greatest products as well as top 10 items.
- This area is about the peak option of health for your pet.
- A fresh desk is available for: 1. Dog sampling food 2. Advice and information about pinnacle brands 3. Digital information about how to make the transition to fresh and raw food
CENTRALIZED SERVICES
- Centralized check in for pet hotel and grooming allow for safe relocating of pets during boarding and ease the use of banquets.
- A PetSmart associate will welcome the pet (and customer) by name and guide them back to whichever service they are receiving
- Coffee & beverage service are offered for service guests.
- Centralized services facilitates retrieval from Doggy Pickup via sensor.
BULK
- Main drive aisle presentation highlights wood bulk fixture & intersects with wood pinnacle fixtures
- Strong end cap presentation surrounds dog and cat fixtures
PUP PLAYGROUND
- Fenced in play area at entry
- Turf and play features for dogs
- Can be used for pet training and adoption events
- A mobile treats cart is located nearby for treats for you and your pet and can travel to other destinations in the Centre
- Outdoor patio seating is available to encourage community and unity with your pet you can also sit and watch your pet socialize with other dogs
FINAL DESIGN
