According to a 2017-2018 National Pet Owners Survey, 68 percent of U.S. households have a pet.1 Whether a dog, cat, turtle, rabbit or lizard, most consider their pet part of the family. When it comes to shopping for pets, however, most stores don’t deliver an experience that a loved family member deserves. Pet parents deserve better. Spot, Bella and Scout deserve better.
Our starting point was a challenge from Purina was to make Schnucks the local go-to shopping place for pets. Our solution was to create a destination for convenience, caring and camaraderie—to transform the traditional pet-food aisle into a meaningful, emotional (and streamlined) retail shopping experience where pets reign supreme.
Our design thinking approach enabled us to tap into the hearts and minds of pet owners to understand how we might rethink the pet category at Schnucks to bring a more engaging shopping experience to life. We know that shoppers have hundreds or product ratings and reviews available to them on their phones. What helpful content could we provide to them in the aisles that makes them feel confident that we care about pets as much as they do?
Shopper trends and consumer insights helped us develop experience tenets that led to elements beyond just Purina products: educational moments, community connection and engagement opportunities that don’t typically happen in the grocery aisle. This allowed us to include helpful information that isn’t meant to purely sell more dog food or cat litter.
A true collaboration between WD, Purina and Schnucks, the end concept and final installation reflects our vision for an in-store flagship experience, designed with love for all of Spots, Bellas and Scouts out there living their best lives.