With closure of Pet360 built strategy to best migrate our customer base to PetSmart. Created full communications touch strategy to best retain base.

1. 06/13/17 Shirl Evangelisto | Head of Digital Marketng 1
Communicatons Marketnn Pan
6/13/17
Customer Migraton

2. Overall Communicatons Touch Flow
JuPy 19th JuPy 26th
See
Cohort
Destnatons
Page
(4 Versions)Touch 1
et360
(4 Versions)
Touch 2
et360
Touch 1
etFood Direct
(4 Versions)
Touch 2
etFood Direct
Customer
Commun.
Minraton
EmaiP **
Overall Touch 1 & 2 core dependencies are for both 6/28 PETM Pharmacy site and 7/19
FAQs on site launches. In additon, the customer communicatons project calendar is
running tght and lean over the next 27 business days, including the holiday. Any slip or
date(s) missed within also impact the launch window.
NOTE: Pet360 versions will be reskinned/duplicated with minor branding updates for PetFood Direct
communicatons, which will double to base email bucket amounts
206/13/17 Shirl Evangelisto | Head of Digital Marketng

3. 3
Original Customer Cohort and Destnaton
Original mapping placed each customer communicaton within 48 separate email
versions as Auto Ship, Vet-Diet, and PetFood Direct added layers were included.
06/13/17 Shirl Evangelisto | Head of Digital Marketng

4. 4
Synthetied Cohort and Destnaton Condensed
Reduced unique versions by combining like cohorts & destnaton to bring customer
migraton communicatons down to 10 total email versions. Chewy has the
majority, running 74% of total customer migraton volume within the 15 month
customer data view.
NOTE: Pet360 versions duplicated with minor branding updates for PetFood Direct, which doubles
to total email version buckets.
06/13/17 Shirl Evangelisto | Head of Digital Marketng

5. 5
RX Version: (2) PETM Pharmacy Customer Migraton Flow
Touch 1 Header: “IM ORTANT NOTICE: We are moving to PetSmart Pharmacy”
Touch 2 Header: “REMINDER: We are moving to PetSmart Pharmacy”
WHY: * Merging our pharmacy with our Parent company
PetSmart
WHAT: * Set-up new PETM Account w/ Password &
billing informaton
* Pet scripts carry over to PETM
* PETM Pharmacy site link
* PETM 800# for customer support
* PETM Pharmacy FAQ link
AS: * New sign-up for auto ship on PETM
* Add PETM program added benefts, value add
* Link to Auto Ship FAQ secton on PETM
PetFood Direct Rewards: PFD Rewards Customers Only
* Program closing message
* 60-Day redempton on PETM, Chewy and/or ONP
* How to redeem & for what (PetSmart TBD)
* Link to PFD Rewards secton needed
06/13/17 Shirl Evangelisto | Head of Digital Marketng

6. 6
RX Version: PETM Pharmacy ‘DRAFT’ Email
KEY:
* Red highlights the open
questons Pet360 needs answered.
** Yellow highlights the content
differences between versions.
*** Blue highlights PFD Version,
which duplicates Pet360 with PFD
branding
06/13/17 Shirl Evangelisto | Head of Digital Marketng

7. 7
PRODUCT Versions: (2) PETM Customer Migraton Flow
Touch 1 Header: “IM ORTANT NOTICE: We are moving to PetSmart”
Touch 2 Header: “REMINDER: We are moving to PetSmart”
WHY: * Merging with our Parent company PetSmart
WHAT: * All your pet’s needs all in one shop
* Great product selecton only found on PETM
* PETM home page Link: htp://www.petsmart.com/
* PETM 800# for customer support
* PETM FAQ link
AS: * Same as Page 5, but PETM details
PFD Rewards: * Same as Page 5 content
06/13/17 Shirl Evangelisto | Head of Digital Marketng

8. 8
PRODUCT Versions: (2) PETM DRAFT Emails ***
KEY:
* Red highlights the open
questons Pet360 needs answered.
** Yellow highlights the content
differences between versions.
*** Blue highlights PFD Version,
which duplicates Pet360 with PFD
branding
06/13/17 Shirl Evangelisto | Head of Digital Marketng

9. 9
PRODUCT Version: (2) Chewy Customer Migraton Flow
Touch 1 Header: “IM ORTANT NOTICE: We are moving to Chewy”
Touch 2 Header: “REMINDER: We are moving to Chewy”
WHY: * Moving to Chewy
WHAT: * Receive 24/7 customer service
* Great product selecton
* Compettve pricing
* Chewy home page link: htps://www.chewy.com/
* Chewy 800# for customer support
* Chewy FAQ link
Vet-Diet:* Set-up new Chewy Account w/ Password &
billing informaton
* Contact your vet as your pet’s script will not carry
over to Chewy (TBD)
* Chewy Vet-Diet FAQ link
AS: * Same as Page 5, but with Chewy details
PFD Rewards: * Same as Page 5
06/13/17 Shirl Evangelisto | Head of Digital Marketng

10. 10
PRODUCT Versions: (2) Chewy DRAFT Email ***
KEY:
* Red highlights the open
questons Pet360 needs answered.
** Yellow highlights the content
differences between versions.
*** Blue highlights PFD Version,
which duplicates Pet360 with PFD
branding
06/13/17 Shirl Evangelisto | Head of Digital Marketng

11. 11
PRODUCT Versions: (2) ONP Customer Migraton Flow
Touch 1 Header: “IM ORTANT NOTICE: We are moving to Only Natural Pet”
Touch 2 Header: “REMINDER: We are moving to Only Natural Pet”
WHY: * Moving to Only Natural Pet
WHAT: * Great healthy, natural pet product selecton
* ONP home page link: htp://www.onlynaturalpet.com/dogs/
* ONP 800# for customer support
* ONP FAQ link
AS: * Same as Page 5, but with ONP details
PFD Rewards: * Same as Page 5
06/13/17 Shirl Evangelisto | Head of Digital Marketng

12. 12
PRODUCT Versions: (2) ONP ‘Draf’ Email***
KEY:
* Red highlights the open
questons Pet360 needs answered.
** Yellow highlights the content
differences between versions.
*** Blue highlights PFD Version,
which duplicates Pet360 with PFD
branding
06/13/17 Shirl Evangelisto | Head of Digital Marketng

13. 13
PRODUCT Vers.: (2) Pet360 Unique Customer Migraton Flow
Touch 1 Header: “IM ORTANT NOTICE: We are moving to Chewy”
Touch 2 Header: “REMINDER: We are moving to Chewy”
WHY: * Moving to Chewy
WHAT: * Your product is not longer available.
* Chewy offers other great product selectons your
pet may also enjoy.
* Compettve prices
* Receive 24/7 customer service
* Chewy home page link: htps://www.chewy.com/
* Chewy 800# for customer support
* Chewy FAQ link
Vet-Diet:* Set-up new Chewy Account w/ Password &
billing informaton
* Contact your vet as your pet’s script will not carry
over to Chewy (TBD)
* Chewy Vet-Diet FAQ link
AS: * Same as Page 5, but with Chewy details
PFD Rewards: * Same as Page 5
06/13/17 Shirl Evangelisto | Head of Digital Marketng

14. 14
PRODUCT Version: (2) Pet360 Unique Draf Email***
KEY:
* Red highlights the open
questons Pet360 needs answered.
** Yellow highlights the content
differences between versions.
*** Blue highlights PFD Version,
which duplicates Pet360 with PFD
branding
06/13/17 Shirl Evangelisto | Head of Digital Marketng

15. 15
Customer Incentve Coupon Inclusion
PETM/Chewy/ONP to provide creatve for any incentve to be dropped in at the end of
the communicatons email. Coupon creatve to include dollar value, expiraton date,
promo code (PETM, ONP, Chewy), terms and conditons, exclusions, and other
consideratons for the incentve.
NOTE: PETM/Chewy/ONP Creatve
hand-off to Pet360 by 6/20/17.
FPO
06/13/17 Shirl Evangelisto | Head of Digital Marketng

16. 16
Migraton Communicatons Strategy Timeline
06/13/17 Shirl Evangelisto | Head of Digital Marketng

17. 17
Migraton Communicatons Strategy Timeline (cont.)
06/13/17 Shirl Evangelisto | Head of Digital Marketng

18. ADDENDUM
1806/13/17 Shirl Evangelisto | Head of Digital Marketng

19. 19
WAG CLOSURE EMAIL – Email 1
06/13/17 Shirl Evangelisto | Head of Digital Marketng

20. 20
WAG CLOSURE EMAIL – Email 2 (1-week later)
06/13/17 Shirl Evangelisto | Head of Digital Marketng