PetSmart has opened a new stand-alone store concept focused on pet grooming services. The Groomery by PetSmart is a salon-style boutique space that will offer traditional pet grooming services, pampering “Spaw” treatments and a self-service dog wash within a salon-style boutique space.
PetSmart joins a variety of retailers that are beginning to offer services but is taking a different route with stand-alone locations as opposed to in-store services. Best Buy is known for its Geek Squad services, and Office Depot and DSW are also beginning to dabble in additional offerings, such as shoe repair for the latter in stores.
Recent research revealed that retailers and manufacturers are not doing enough to offer aftermarket services, with only 45% of marketers finding services essential to customer experience and business success. And according to the American Pet Products Association, Americans spent nearly $5.8 billion on pet services in 2016, revealing that the segment is growing faster than any other in the pet category.
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PetSmart has already opened The Groomery locations in New York City and Oak Park, Ill. Additional stores will open in Scottsdale, Ariz., with two more locations to be announced soon. Aside from services, the locations will offer merchandise in the lobby featuring pet essentials such as shampoos, brushes, collars, leashes and treats. It also will include an expanded collection of at-home pet grooming supplies, both from popular human brands like CHI and Burt’s Bees as well as pet brand Furminator.
“When taking your pet to be groomed, proximity to the home is a key factor for convenience and to help reduce a pet’s anxiety,” said Joanna Zucker, VP of Services at PetSmart in a statement. “We know that a significant portion of our grooming business comes from people living within close proximity to a PetSmart store. So, we created The Groomery store design to help us get closer to where pet parents and their pets are living, especially in urban markets. The Groomery offers a great solution when our traditional PetSmart store isn’t located nearby.”
