Specialist pet retailer Just for Pets is putting knowledge and an energised customer experience top of its agenda as it prepares to unveil its refreshed market approach and new visual identity.
Signalling the start of a two year, initial £1m, investment strategy − Just for Pets has overhauled its market offer, placing focus on giving its customers a five-star experience and attracting a wider audience.
The first glimpse of the investment will be seen at the grand opening of the flagship Coventry store on 2 and 3 June.
The rebrand will also see the roll out of a suite of new visuals including a dedicated palette of colours, logo and the introduction of a family of illustrated characters, Doodle the Dog, Bonnie the Bird, Rascal the Rabbit and friends – set to help engage and educate parents and their children in the wellbeing of pets.
Enlisting the help of specialist marketing and design consultancies to bring a fresh perspective to its existing market proposition − the company went through a series of extensive testing with consumer groups to map long-term trends in people’s purchasing habits and tailor and enhance the shopping experience.
Further dedicated to energising its retail offer, the brand also engaged the expertise of pet store owner Scott Hendry, of Natural World Syston, to guide the company.
Steve Brown, managing director, said: “The Just for Pets proposition has always put passion for pets at the heart of our business and we’ve worked diligently to maintain this ethos. Our challenge is to create an exciting, engaging and evolving experience that keeps our customers coming back and this in turn drives us to bring great products, service and advice that will enhance the wellbeing of pets and their owners.
“We’ve tackled the rebrand passionately and feel our new offer delicately meets familiarity with a new energy that turns the page on the next chapter in the Just for Pets story.”