Home SMART 100 2016 Pet Health Centres

Pet Health Centres [SMART 100, 2016]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

In 2013, despite $151 million group turnover and 180% five-year growth, Just For Pets (JFP) had just 2% share of pet retail trade and faced the threat of sector corporatisation. Pet Specialty’s two major players, shareholder-owned Petbarn, and private-equity funded Petstock, were acquiring smaller retailers, aggressively opening new stores and undercutting prices of long-established independents.

Our CEO, formally a baby health nurse, pondered the question with her Marketing Strategist, what if we could have a consumer education and advisory step before the vet like the pharmacy is before the doctor.

2. WHAT & HOW

The purpose of this innovation is to…

Data showed that post-GFC, consumers are spending more on their pets but are more discretionary about vet visits. The purpose is to fill the gap in pet owner education and advice and to provide them with peace of mind.

It does this by…

We provide pet owners with a platform where they can bring their pet into their local participating Just For Pets store for a FREE six-point pet health check, looking at:
1. Behaviour
2. Skin & Coat
3. Dental Health
4. Joint Mobility
5. Parasites
6. Nutrition & Weight

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

This is a world first consumer education initiative. It improves on a gap in the market by supporting pet owners to take better care of their pets health.

Its various benefits to the customer/end-user include…

Pet owners are able to take better care of their pet throughout the pets lifetime also referring to vets on issues that pet owners may not notice themselves. Better pet health may save pet owners money and anguish.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Pet owners visiting a vet but post-GFC it seems pet owners are less likely to visit a vet. So pet owners may have waited until the issue at hand became serious enough for them to warrant taking their pet to the vet.

Its predecessors/competitors include…

Pet owners are able to take better care of their pet throughout the pets lifetime also referring to vets on issues that pet owners may not notice themselves. Better pet health may save pet owners money and anguish.

5. TARGET MARKET

It is made for…

Pet owners within Australia, namely those living in the vicinity of one of our 40+ participating stores. Our specific target market is women aged 35-64 that own a cat or dog who are willing and able to pay for quality pet products and services. She is:
– an ABC mum in regional Australia
– medium-high spender, pays for brands
– thoughtful & socially minded
– health & nutrition conscious
– an outsourcer
– uses the internet as a tool for information
– shops online but not really into apps
– loves catalogues, competition & emails

It is available for sale through…

This is a FREE consumer education service offered to pet owners throughout Australia but namely those that can access one of our 40+ participating stores.

Our marketing strategy is to…

Use a combination of TV, digital, radio, PR methods to market the service. We have marketing in store and to existing customers via our databases. We’re also working on and hoping to become the go-to animal experts for Channel 9’s morning show. We ran a nationwide shop a docket campaign last year for greater brand awareness also.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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