PETCO is specialty retailer that provides products, services and advice that make it easier for its customers to be great pet parents. The company operates more than 950 stores across 50 states in the United States.
The PETCO brand is more than pet supplies; it is a brand of pet ownership and pet care, and the brand experience is very much centered in-store. Customers are encouraged to bring their pets shopping, and secondary services offered including grooming, training, vaccination, and even pet photography. Pet adoption also allows customers to start their pet ownership journey in-store.
To help create a welcoming retail environment, PETCO relies on Mood Media to provide in-store music and messaging. The music is a blend of family-friendly favorites. Tracks from the 70s, such as Fleetwood Mac and Elton John, are mixed with contemporary songs from artists including U2, Jason Mraz, John Mayer and Colbie Caillat.
To achieve the right sensorial experience the audio mix isn’t limited to just music. To create the right ambiance in the fish section, for example, the audio rotates every half hour between an above-water ocean sounds and below-water sound ocean sounds.
Localized event and in-store services connect each PETCO store to customers and the wider local community. Mood Media programmed a custom audio solution utilizing its messaging capabilities to generate awareness of in-store programs, highlight promotions, educate customers and build loyalty with overarching brand messages. The system allows location-specific message targeting to be deployed to support store specific events, which range from holiday events for owners and pets to PETCO Foundation fundraisers and from the National Chihuahua Races to Hamster Ball Derby.
“The messaging capabilities of Mood Media’s service provide added strength to our marketing and merchandizing programs,” said William Scola, Director of Indirect Procurement for PETCO. “We’re pleased to partner with Mood Media to help enhance the PETCO brand in all of our stores.”
The messaging system is also used for employee communications, allowing management to share special messages and instructions before opening hours and after close.