Discover how Petco and Blue Buffalo partnered to create stronger, more engaging demo programs and books sales.

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THE ART OF
MAKING
EVERYBODY WIN:
How to Boost Sales by
Working Together
Shelly Connelly & Andrew Baldwin

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ANDREW BALDWINSHELLY CONNELLY
Director, Petco Experience VP, In-Store Demonstration
Speakers

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THE CASE FOR
CHANGE: Challenges &
Threats to Pet Specialty

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Today’s Challenging Climate
Shared Threats of Today’s Climate
Online Channels
“Natural” Food
Super Premium
Brands
Widely Distributed Brands
Private Labels

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A Shared Goal to Win

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Petco’s Demo + Sample ProgramThe Petco Demo
Experience
Educate and engage customers
on food choices and pet
nutrition
along with other solutions that
provide a longer, healthier life
for their pet.

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Blue Buffalo’s Foundation Was Built on DemoThe Petco Blue
Buffalo Experience
• Brand awareness was built on Demo
• Message: honoring the pet parent bond
• Relationships our demo team establishes
are key differentiator for pet specialty
partners
• 1200 “Pet Detectives” mobilized
throughout country

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The Evolution of our Demo Partnership
1. Opened Discussion
2. Understood barriers
3. Partnered early
4. Discussed ways to grow together
5. Provided additional opportunities for
vendors
6. Align key guest engagement
guidelines

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Pillars of Success

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Pillars of Success
People Product Promotion

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Winning Together

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An Integrated
Marketing Plan
Drive more traffic for Petco
Drive more sales for BLUE Buffalo
Do good for pets
How Can We

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Focus on coordinated DEMO events
• Deep discounts through promotional
period & DEMO
• Special treat promotion
• Drive trial
• Capture new households
into the brand
• Leverage multiple fixture
types and product placement
throughout the store
• Drive awareness
• Drive impulse buys!
Supporting Advertising and Marketing Plans!

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Key Takeaways Identify the whitespace or differentiator
Think outside the box to define WIN-WIN-WIN
Solutions
Align on a common goal
Execute Flawlessly

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“People won’t remember what you said,
but they will remember how you made
them feel.”
~Various

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Questions?