Pets at Home

Challenge
Pet owners generally find dog grooming to be a mundane, clinical exercise, to the point that they frequently neglect doing it. How could Pets at Home make dog grooming a fun and engaging experience for owners and pets alike – something they might even look forward to?

Provocative Thought
Studies showed that dogs enjoy grooming as much as humans do, so why not human-style beauty salons for dogs?

Solution
We created The Groom Room, a social environment that focuses attention on pets and humans, complete with stylish waiting areas and doggy-sized mirrors. The pilot Groom Room shifted perception from glum to glam and was soon at capacity. Based on its initial success, Pets at Home deployed Groom Room widely, a rollout which continues to 100+ superstores.