Mapped successful migration strategy of over 100M customers to PetSmart. The plan provided strategy, data, customer journey touch points, calendar,, and best overall experience to retain customers during PA eCommerce office closure.

1. Customer Migration Marketing Plan
May 19th, 2017
Shirl Evangelisto / Head of Digital Marketing5/16/2017 1

2.  eCommerce Assets Page 3
 Goals Page 4
 Customer Migration Timeline Page 5
 Merchandising Goals Page 6
 Auto Ship Goal Page 7
 Replenishment Goals Page 8
Data
 Customer Heat Map Page 9
 Email cohorts Page 10
5/16/2017
Table of Contents
2Shirl Evangelisto / Head of Digital Marketing

3. 3
eCommerce Assets
Email
 200,000 active e-mail addresses
 400,000 in-active e-mail addresses
 2,800,000 prospect e-mail addresses
 Conversion rate is over 8% and CTO is over 20%
Auto-Ship
 28,000 active auto-ship customers, with avg. frequency of 3 months
 73,000 in-active auto-ship customers
 AOV is $85.00
Ship to Home
 ~ 100,000 Ship to Home customers
 AOV is $85.00
Inventory
 80% Inventory overlap with PETM or ONP
 15% additional inventory overlap potential by expanding assortment
5/16/2017 Shirl Evangelisto / Head of Digital Marketing

4. 4
Primary Goals of Closing eCommerce Websites
 Partner with PETM / ONP to migrate all customer data including but
not limited to customer: name, e-mail address, shipping address,
phone number, credit card information, and all historical and future
(auto-ship) purchase order history.
 Partner with PETM & ONP to determine if the amount of Pet360’s
unique skus can be reduced by:
o Expanding ONP / PETM assortment within brands to offer more options for
customers, currently Pet360 offers more options within all brands.
o Negotiating a contract with vendors to carry Pet360’s unique brands.
o Expand skus currently eligible for auto-ship, Pet360’s auto-ship program includes
more skus.
 Partner with PETM / ONP replenishment to simultaneously continue
fulfilling customer orders, while managing inventory to appropriate
max / min levels, in anticipation of merging mutually sold inventory,
and minimizing unique inventory on hand, to minimize write offs.
5/16/2017 Shirl Evangelisto / Head of Digital Marketing

5. Customer Migration Timeline
JUNE JULY AUG SEPT
5
RX/Vet Diet Site Design /SEO /FAQ /Care /Tagging
Pharmacy - Business as Usual
Acquisition Efforts: Email / Search / Affiliates / Auto Ship
Customer Care, FAQs, Script Development
Creative Dev. , Joint Approvals, Legal Review
Data Review
Cohort Build for Email Versioning
PFD Rewards Treatment
RX & Vet Diet Launch & Picks-up RX Business
Pharmacy Business as Usual (Pick-up)
PFD Rewards Carry Over
Acquisition Efforts
Touch 1 Touch 2
PFD Rewards Migration Communications
Customer Migration Email Communications Launch
Steps Towards Migration
Touch 1 Touch 2
Customers Migrated to PETM
Site Redirects to PETM or ONP Launch
Stop Acquisitions across all channels
Auto Ship Sign-ups assumed by PETM
5/16/2017
Pet360 Efforts
PETM Efforts
Shirl Evangelisto / Head of Digital Marketing

6. 6
Merchandise Goal
Partner with PETM & ONP to
determine if the amount of
Pet360’s unique skus can be
reduced by:
 Expanding ONP / PETM
assortment within brands to
offer more options for
customers, currently Pet360
offers more options within all
brands.
 Negotiating a contract with
vendors to carry Pet360’s unique
brands.
 Expand skus currently eligible for
auto-ship, Pet360’s auto-ship
program includes more skus,
primarily Vet Diets which is
assumed to be offered beginning
July for Auto-Ship
5/16/2017 Shirl Evangelisto / Head of Digital Marketing

7. 7
Auto-Ship Goal
Partner with external vendor
”Order Groove”, PETM & ONP to
migrate auto ship accounts to
Order Groove. :
 Pet360 has shared customer data set
with Order Groove, and has begun to
lay out foundation for migrating
customer accounts to PETM or ONP.
 Need to determine approach for Tier 2
accounts if any account information
will be migrated, as not all products
will be available.
5/16/2017 Shirl Evangelisto / Head of Digital Marketing

8. 8
Replenishment Goal
Management of existing inventory
 Partner with PETM supply chain team to manage appropriate level of
DOS to carry on shared skus, then execute systematic transfer of
inventory from Pet360 to PETM.
 Partner with ONP supply chain team to manage appropriate level of
DOS to carry on shared skus, then execute shipping of inventory from
Genco to ONP warehouse in Longmont CO.
 Manage effective burn-down of unique skus that are unique to Pet360
with a target of mid-July.
 Maintain all drop ship vendor relationships until official cut over.
** Continue to provide high service levels on all inventory until the
shutdown is completed.
5/16/2017 Shirl Evangelisto / Head of Digital Marketing

9. 5/16/2017
Customer Order Revenue Heat Map
9Shirl Evangelisto / Head of Digital Marketing

10. 5/16/2017
Customer e-mail Cohorts
10Shirl Evangelisto / Head of Digital Marketing

11. ADDENDUM
Shirl Evangelisto / Head of Digital Marketing5/16/2017 11

12. Pet360 / PFD eCommerce Transition Overview
 PETM’s Vet Diet & RX “Go Live” Wednesday, 6/28/17.
 All Pet360 and PetFood Direct migration efforts are + 7-Days pharmacy
launch.
 Pet360 Pharmacy business processes & procedures remain unchanged
until PETM Pharmacy is live*.
 Continue to operate sites today as normal w/ redirects to begin
+ 7-Days pharmacy launch.
 Begin customer migration & messaging about the future of Pet360
+ 7-Days pharmacy launch.
 All acquisition efforts stop + 7-Days launch with exception of Email
Promotions scheduled to close 7/16.
NOTE: All Pet360 / PFD Migration is contingent on PETM Pharmacy site launch timing and follows 7-days.
5/16/2017 12Shirl Evangelisto / Head of Digital Marketing

13. 5/16/2017
All Customer Email Migration Strategy
Objective is to communicate to Pet360 and PFD customers of the migration,
highlight added benefits, provide top supporting FAQs, as well as supporting
PETM 800#. A two touch strategy to be used to ensure a customer does not
miss the message across uniquely identified cohorts.
 Touch 1 - All customer migration messaged to the company’s closure with our parent
company their to help with all your pet parenting needs.
o Cohort specific messaging versions (See Page 8 & Appendix for details).
o Light co-branding visuals included, as well as PetSmart site imagery to ground customers.
o PETM Customer Profile Link to be included within each email encouraging customers to go and
check out their PetSmart profile to ensure all information is accurate.
o Added incentive to be included to drive customer behavior with PetSmart
o Include PETM 800# and top FAQs for added care, satisfaction, and self service support.
 PetSmart to include similar FAQs on site to answer customer questions, as well as added
care scripting for incoming calls.
 Touch 2 – ‘REMINDER’ Message. To ensure customers did not miss initial send.
o Resend Touch 1 the following week to capture customers who missed the initial send.
o Run dynamic Subject Line to ease in distribution.
NOTE: Auto Ship customers will be scrubbed from email database list prior to the communications to prevent overlap
13Shirl Evangelisto / Head of Digital Marketing

14. 5/16/2017
Customer Communication Migration Journey
14
Pet360 /
PFD
Customers
Customer Email
AS Customer Email
PFD Rewards
Customer Email
PETM
Pet360
Website 301 Redirects
PFD
Website 301 Redirects
Email
Communications
Website
Communications
Touch 1 Touch 2
PETMTouch 1 Touch 2
PETMTouch 1 Touch 2
PETM.com
PETM.com
Shirl Evangelisto / Head of Digital Marketing

15. Pet360/PFD Redirects
 iCrossing mapping high value URLs from
Pet360 to PetSmart. Pet360 will host those
redirects on our servers starting 14 days
after PetSmart launches vet diets and Rx
 When customers land on Pet360 and/or
PetFoodDirect they will be presented a
roadblock (mock up pictured), then
redirected to the appropriate page on
Petsmart.com or if the page is unmapped,
the PetSmart homepage. This will take
place through 9/29
 Starting 9/30 any URL containing Pet360 or
PetFoodDirect should be redirected directly
to PetSmart.com via DNS. This work will be
completed by the PetSmart team.
5/16/2017 Shirl Evangelisto / Head of Digital Marketing 15

16.  Auto Ship migration and messaging is Customer Level.
 PETM 1-Offer needed for intent to purchase after transfer to PETM.
 Incentive included across Touch 1-2 for all messages to drive PETM first and second purchase
behavior.
 PFD Rewards communications are centered around program carry over as they are a sticky customer.
o Touch 1 notifies, and Touch 2 drives the urgency.
 All “Prospects” and “Inactive” customers will be directly sent to PETM for choice in communication
treatments and management.
 “Paused” customers are to be communicated to separately to address any that are an active
customer.
o Unique treatments for Paused customers:
 1). RX Customers
 2). All Other
 High Value Customer treatments unique for customers who spend $2,500 spend per year will receive
a follow up call, in addition to standard e-mail communication.
 RX & Vet Diet will require the most amount of information and details as this will have the highest
level of customer concern and impact.
o Extensive FAQs and heavy care scripting needed to support the high customer inquires and call volume anticipated.
5/16/2017
Unique Messaging Treatments & Considerations
16Shirl Evangelisto / Head of Digital Marketing

17. 5/16/2017
PFD Rewards Customer Migration
https://www.petsmartcharities.org/save-pets-now
 116,000 PFD Rewards Customers most have been members since 2011-2012
 18,000 Active Customers over the last year.
o 11,166 = 2017 (1/1/17 – 5/11/17)
o 6,850 = 2016 (5/1/16 – 12/31/16)
 94% 2017 Active Customers carry between 1-5,000 points
o 2017 point accumulation customer break outs:
 16 between 20,000 – 49,000 points
 81 “ “ 10,000 – 19,999 points
 488 “ “ 5,000 – 9,999 points
 4,200 “ “ 1,000 – 4,999 points
 2,494 “ “ 500 - 999 points
 3,887 “ “ 1 - 499 points
 Prove program carry over to PETM needed vs. enabling customers to cash out due to their high
sticky retention value.
 Treatment suggestions options to add:
o Redeem points for a PETM Gift Card, with set threshold needed.
o PETM Pet Service Coupons given for Pet Services
o Apply points towards a pet donation within PETM Charities/ Food Donation Program
17Shirl Evangelisto / Head of Digital Marketing

18.  Current landscape average is 20% off FP w/ Free Shipping $49+ offering.
(See Page 19)
 Double incentive tactic to drive new purchase behavior.
 Incentive Suggestions:
o FREE $50 PetSmart Gift Certificate: $25 GC with 1st purchase AND $25 GC toward online or in-
store 2nd purchase w/in 30-days (Limited Time Offer)**.
o FREE Gift Plus 25% OFF: FREE Gift (high perceived value offering) with first purchase AND 25%
Off 2nd Purchase w/in 30-days (Limited Time Offer) **.
o 50% OFF Combo Incentive: 25% OFF First Purchase AND 25% OFF 2nd Purchase w/in 30-
days**. (Limited Time Offer) **.
5/16/2017
Driving Customer Behavior thought Added Incentives
First and second purchase incentives across product purchase online or
in-store aid in building new customer buying behavior early after migration.
** 2nd Purchase incentive based on minimum purchase and when using the coupon in 30-days to also push urgency.
18Shirl Evangelisto / Head of Digital Marketing

19. 5/16/2017
Importance of a Smooth Customer Transition
Key factor in the touch strategy best practices centers around providing
information customers need and they think are important.
 Provide a place for customers to get their questions answered (Touch 1-2)
o PETM 800# for Customer Care utilized within each email.
o Include top FAQs unique to each cohort communication.
o PETM support readiness to include:
 Add Pet360 & PFD FAQs to PETM site’s FAQ list
 Add Care Channel scripting for anticipated Q&As for customer who call.
 PETM to be prepared to answers “Refunds and Returns”, a top asked questions
during site migrations.
o RX policy is different and requires different treatment
 Social Media channel will continue to support customers as a valuable Care
resource & back-up during the migration.
 Thank them for their business and patronage (Touch 2)
19Shirl Evangelisto / Head of Digital Marketing

20. 5/16/2017
Pet360 Email Customers – Cohort Breakouts
20Shirl Evangelisto / Head of Digital Marketing

21. 5/16/2017
PetFood Direct Email Customers – Cohort Breakouts
21Shirl Evangelisto / Head of Digital Marketing