Re-look at the entire cat category and create a ‘specialist cat shop within a pet shop’. The current in store environment didn’t fully support the brand’s specialist cat credentials – treating cat and dog owners exactly the same, when they are very different.
Owners want to understand their cats more, engage with them through play, and experiment with food trying new flavours. However cats are such enigmas and owners want help figuring their furry friends out. They need the advice and expertise a destination shop can bring.
‘We Speak Cat’
The idea positioned Pets at Home, and their knowledgeable staff as the undisputed cat experts.
LEEDS 26 Whitehall Rd, Leeds, West Yorkshire, LS12 1BE 0113 234 1630
LONDON 23 Charlotte Road, London, EC2A 3PB 020 70 600 400