Employees select and dispatch items in the huge Amazon ‘fulfilment centre’ warehouse on November 28, 2013. (Photo by Oli Scarff/Getty Images)
In-store memory making
Despite 2017’s record-breaking number of retail bankruptcies, layoffs and store closings, the year is ending with traditional retailers committed to plans that energize the physical store space.
“You cannot go head-to-head with Amazon by selling just products in a store or on an app,” Hollinger said. “Instead, brick-and-mortar retailers have an opportunity to be better than Amazon by giving consumers a human connection and providing engaging experiences that fulfill our innate needs as social creatures.”
For example, PetSmart’s holiday offerings will include pictures with Santa, adoption promotions, PetsHotel Open Houses and Doggie Day Camps, which care for pooches when houses become full of human guests.
“These services identify PetSmart as the expert in pet care, not just products,” she said. “By building trust with pet parents through events and services, PetSmart is betting consumers will choose them when it’s time to purchase food and supplies.”
A 2015 Harris Poll reports that 64 percent of pet owners purchased their fur-baby a holiday present. Therefore, PetSmart also will likely stock a selection of gifts and stocking stuffers for Fido this year.
Kelli Hollinger can be reached at email@example.com or (979) 845-5898.
Media contact: Kelli Reynolds, Communications Specialist, Mays Business School, (979) 845-3167 or firstname.lastname@example.org.