This document outlines a three-phase digital marketing plan for PetSmart and Pet360 Pharmacy. Phase 1 involves a soft launch with a focus on volume control and site functionality. Phase 2 gradually increases traffic while continuing to test site performance. Phase 3 fully launches the digital channel to drive awareness and traffic once the site is optimized. Key elements include a phased TAB rollout on PetSmart.com, launching a dedicated pharmacy landing page, and coordinating SEM strategies between the brands. The plan aims to position PetSmart and Pet360 as the leader in the pet RX space through a seamless customer experience.

1. PetSmart & Pet360
Pharmacy Digital Marketing Plan
March 27, 2017
Shirl Evangelisto / Pet360 Digital Marketing

2. Shirl Evangelisto / Pet360 Digital Marketing 2
US Pet Industry Landscape
3/18/2017
Industry stats* continue to show significant rise in both Pet Ownership &
Annual Expenses. Today, 65% of US Households own at pet, equivalent to
80M homes. In addition, overall sales rose over $2B with expected gains
well above this for 2017.
*2015-2016 APPA National Pet Owners Survey

3. • Uniquely position PetSmart and Pet360 to fully own the Pet
RX space, taking advantage of the complementing brands in
the channel to wall out the competition.
• Phased launch effort for greatest success.
– Phase 1: Soft launch focused on market entry, volume control, & site flow.
a). Light TAB inclusion followed by homepage TAB inclusion (announced today)
b). Homepage TAB addition
c). PetSmart landing page launch
– Phase 2: Gradual traffic push, testing added volume.
– Phase 3: Full digital channel launch to drive awareness and traffic.
3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 3
Digital Acquisition Strategy
Launch into a highly competitive digital space with seamless execution to
deliver best possible customer experience. Ensure the full customer
experience is above what is expected when ordering online to further drive
satisfaction, repeat usage, and promote customer loyalty.

4. 3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 4
Phase 1 - Soft Launch Approach
Soft launch PetSmart RX into market. Objective is to gain sense of volume,
as well as ensure the full pipeline and processes are working correctly to
minimize any negative PR or customer dissatisfaction.
 Gives added control to the customer pipeline
 Manage and test site volume.
 Provides fastest response for an “Off Switch” button should
an issue rise to minimize potential customer impact and risk.
 Enables identification of page “fallout”, broken links, process
issues, support needs, volume issues, etc. for faster fixes.
 Net result is a reduced customer dissatisfaction.

5.  Creative as responsive design for best customer experience across Desktop, Tablet,
and Mobile while reducing creative versioning, technical support, as well as cost.
 Set up back-end support 1-month prior to launch; includes customer care scripts and
training materials, added support staff in place, competitive analysis and rep RX FAQs,
as well as rebuttals to top expected reasons customers call.
 Utilize SEO benefits for SEPR by including appropriate meta data on each page.
 Set up tagging for all links, tabs, events, and CTA for successful data collection and
results reporting.
 Leverage Kentucky warehouse for promotional pharmacy; auto-ship, vet diets, savings
and extensive product selection inserts.
 Add homepage banner on PetSmart.com to announce the new channel
 Utilize Vet Video on site to give added visual details and authority.
 Customer RX FAQs added to the Pharmacy page for self servicing and call reduction.
3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 5
Phase 1 Pre-Launch Check List

6. 3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 6
Phase 1: PetSmart & Pet360 Digital Relationship
Customer Care/Support
Warehouse
Customer
RECOMMENTDATION:
 Phase 1= volume test only.
 Place Pet360 Pharmacy
tab on homepage to
understand clicks &
identify true interest.
 Save on early creative cost
and timing.
 Gain true volume to better
forecast
Phase 1A Timing:
Deep link Pet360
TAB added
* w/o 3/17
Phase 1B
Pet360 TAB added to
PetSmart Homepage
* May 1, 2017
Phase 1C
PetSmart Pharma
landing page launch
* August 2017

7. 3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 7
Phase 2 Launch Approach
Drive both offline to online, as well as online awareness of the new RX
channel. In addition to awareness, focus more on overall flow and
functionality as volume is lightly added. Again, monitor flow, ensure all
moving parts perform as expected to gain highest customer satisfaction
possible. Added considerations include:
• Utilize in-store signage to create added awareness
• LCD monitors running PetSmart Vet Video about the NEW RX program
in waiting areas.
• Include check-out bag insert announcing the new service
• Provide take-ones at Training Classes, Doggie Day Camp, and PetHotel
Boarding, as well as within the adoption kits.
• Create a simple, memorable URL to be included in ALL offline advertising
• Add announcement to a customer’s receipt

8. 3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 8
Phase 2: PetSmart & Pet360 Advertising Relationship
Customer Care/Support
Kentucky Warehouse
 Minor overlap
within organic
search will take
place.
 Added strategy
around ranking and
working together to
complement the
effort AND to push
down competition
Customer
Phase 2 Timing:
• Pending site meeting
all check offs needed.
* September 2017

9. • PetSmart RX Phase 3 considerations:
– Email targeted customer list on NEW RX Launch and benefits, driving
to the new RX LP.
– Direct mail target customers to drive awareness, as well as traffic
– Open SEM bid campaign & identify keywords and what can be shared with
Pet360 to prevent bidding over each other, driving up cost.
– Affiliate Partnership program create content, ads, and banners for an
– Leverage relationships with current shelters for co-brand efforts
– Include “Click to Chat” (Ask PetMD) functionality to speak with a VET 24/7
– Look for higher “generic” drug opportunities to provide cost savings
– Offer price match guarantee to push out competition
– Introduce PetSmart Credit Card, along with personal credit card or PayPal
payment options
3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 9
Phased 3 Launch Approach
Once site flows as expected without fallout, issue, and to what customers expect
the flood gates can be opened from a volume, traffic, and channel play.

10. 3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 10
Phase 3: PetSmart & Pet360 Advertising Relationship
Customer Care/Support
Warehouse
HEAVY DIGITAL OVERLAP:
 Overlay noted w/ Mike M
regarding SEM, PLA,
and Affiliates, where we
could drive up costs vs.
complementing the brands to
push down the competition
 Team agreed SEO, email, and
social should have little to no
overlap.
Customer
Phase 3 Timing:
• Second site review to
ensure all check offs
needed are met prior
to opening the
channel to all digital
sources.
* October 2017

11. • Target top stores with geo-
targeted SEM campaign.
11Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
Pet360 Complementary SEM Strategy
PetSmart Pet360
• Target nationwide
coverage, with the
exception of PetSmart geo-
target locations to prevent
crossover bidding

12. 1. Pet360 signage in PetSmart stores
2. Direct mail pieces
3. Pharmacy management program
• Provides text reminders to customers for refill reminders/pharmacy updates
4. Dedicated pharmacy customer care rep at Kentucky pharmacy
• Have a “Talk with the pharmacy” option when calling in
* Connects directly to pharmacy employee
• CHAT feature
5. Dedicated marketing support plans for just pharmacy in all channels:
• Email
• PLA’s
• Paid search
• Social
• Homepage needs to be more reflective of pharmacy
6. Customer Dashboard
• Creative is currently working on
• Refill tracking/reminder/pharmacy update process
7. Revamp email templates that are sent to customers
8. Content back on Pet360.com
9. Mail in option back on Pet360.com
10. Advertise Pet360 on PetMD.com
11. Network with local business i.e. pet insurance companies to be their pharmacy of choice
12. Getting into other networks with PetSmart’s help:
• Breeders
• Groomers
• Shelters
• Veterinarians
13. Access the viability of a VetSource type deep link to vets
14. Identify pharmacy acquisition targets
12Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
Actions Required to Drive Growth

13. • SEM overlap – Shirl to discuss best way to leverage both
companies. Once established to reach out to iCrossing
for an umbrella approach and complementary strategy.
• Deep link to be added to Pet360 this week. Identify
timing, ensure the warehouse, as well as Care team is
ready for added volume.
• Mid-April add the Pet360 TAB to the PetSmart
Homepage to further test volume and traffic flow.
• August launch the PetSmart pharmacy landing page.
3/18/2017 Shirl Evangelisto / Pet360 Digital Marketing 13
NEXT STEPS
Recommendation for sequenced PetSmart Pharmacy market launch to ensure all
channels are fully operational, able to handle the added volume for greatest
customer satisfaction.

14. ADDENDUM
(Competitive)
14Shirl Evangelisto / Pet360 Digital Marketing3/18/2017

15. 2016 Key Pharmacy Digital Changes
 April 2016 – 1800PetMeds updated site to improve
customer experience
 June 2016 – Pet360 warehouse change slowed traffic
 June 2016 – Drs F&S drives stronger push for auto ship
program and updated site experience
 July 2016 – Drs F&S signage in Petco stores
 Nov 2016 - Amazon acquires Wag.com $540M
15Shirl Evangelisto / Pet360 Digital Marketing3/18/2017

16. 16Shirl Evangelisto / Pet360 Digital Marketing
Digital Pet RX/Pharma Competitive Landscape
3/18/2017
#1
• Founded 1983
• Petco Acquired 2015
• Catalog & eCommerce
• 550 Employees
• $250,000,000 Revenue
• 20,000 different products
#2
• Founded 1996
• PetMeds Express
• eCommerce
• 115 Employees
• $229,395,000 Revenue
#3
• Founded 1998
• eCommerce
• 100 Employees
• $43,378,000 Revenue
#4
• Founded 1992
• eCommerce
• 200 Employees
• 6,000 prescription & non-prescription

17. 17
1
2
3
4
5
1) Free Shipping >$29
2) Unit Pricing
3) Refill Reminder
4) Product Interaction
5) Satisfaction Guarantee
6) Heavy Prod Detail Tabs
 Est. 100,000 catalog
customer base
6
Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
#1 - Doctors Foster and Smith Landing Page
Company Strong Points:
http://www.drsfostersmith.com/

18. 18
#2 - 1800PetMeds Landing Page
1
2 3
1) Generic Option
2) Product Video
3) Tablet Image View
 Shipping Program, but
not FREE at initial
purchase.
- Standard $4.99
 Heavy Prod Detail Tabs
 100% Satisfaction
 Guarantee
Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
Company Strong Points:
http://www.1800petmeds.com/

19. Generic callout
PETplus
program
Option icons
19Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
https://www.petcarerx.com/

20. Shipping icon
Offers available
20Shirl Evangelisto / Pet360 Digital Marketing
https://www.wag.com/

21. Generic option
Best Deal
21Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
http://www.allivet.com/

22. Can buy from search
results page
22Shirl Evangelisto / Pet360 Digital Marketing3/18/2017
https://www.petflow.com/