Create a Pet Owner Destination With Updated Pet Category Signage

Did you know pet care is the fastest growing department both in store and online? Driven by strong growth across most pet categories, sales have nearly doubled in the last five years.

Independent grocers can experience those sales increases, too. Realizing the sales potential for independent grocers, IGA partnered with Nestlé Purina PetCare to release a pet category reinvention pilot program in early 2020. The pilot was a huge success: within three months, the prototype store saw:

• 10.5% increased pet category sales
• 53% increased cat litter sales
• 28% increased cat treat sales
• 20% increased wet cat subcategory sales

With pet food supply rebounding and many more pets in households since the pandemic, IGA and Nestlé Purina PetCare have updated the pet category signage used in that pilot program, and it's ready to order to drive fall pet category sales in your store.

“Now that the pandemic is behind us, it's time for independent retailers to double down on the pet category,” Nestlé Purina PetCare Account Manager Kara Destro said. “That’s why we have expanded the successful pet category reinvention program with IGA: to help independents boost their pet category sales by easily reinventing their pet aisle.”

Easy, indeed, as Houchens Food Group installed the Happy and Healthy Pets sign kit in 85 of their stores this past May. Coupled with a playbook that offered merchandising tips, the stores experienced:

• 24% YOY sales lift
• 14% YOY unit increase

"We sought to increase value for our pet parent customers," Houchens Food Group Director of Brand and Marketing Shannon Clark said. "With the partnership of IGA marketing, we tapped into a library of advertising and pet education resources for those 85 store locations. With promotional support from vendors including IGA's sponsored Pet Perfect Photo Competition, we saw a 24% increase in sales and continue to see a lift in our pet category"

IGA VP Brand Development Michael La Kier is equally impressed with the Houchens stores' statistics. "These are tremendous results, demonstrating the power of new signage and updated merchandising in just one category," he said.

Sign Kit

Independent retailers can cater to pet owners with the updated pet category signage, which offers color, charm, and information designed to help pet parents make informed decisions about their pets' nutrition.

“An educated shopper is more confident. Confident shoppers have a better association with your brand, which translates to increased, repeat sales,” said La Kier. "This initiative is a massive opportunity for independent grocers to show their shoppers that they are not only purveyors of food for humans and pets, but an information source to help shoppers make decisions best for their families, including the furry ones.” 

The expanded program provides ample opportunities for shopper education. Participating retailers may sign up for a base kit, accompanied by subscription updates tailored to educational content. The base kit includes a comprehensive playbook that offers essential insights on optimizing the pet aisle, as well as tips for assortment, merchandising, and marketing strategies.

To help independent grocers effectively showcase their pet products, the kit provides various signage and digital graphics, including:

• 12 Paw print shelf strips (48″ long)
• Middle aisle hanging sign (48″ x 24″)
• End cap headers with dimensional side panels (48″ x 14″)
• 6 Aisle blades (various messaging) (6″ x 22.5″)
• Hardware for 6 aisle blades
• 30 Mini blades (various messaging) (3″ circles)

Pet Club Newsletter

Within the kit, retailers will also receive signage promoting the Pet Club Newsletter initiative.

IGA’s Pet Club Newsletter, launching this fall, is a monthly pet-focused eNewsletter that will showcase educational content, valuable resources, and exclusive offers for pet owners. As the program and resources grow, the newsletter will be published twice a month, providing an even richer experience for subscribers.

Purple Leash Project

Order the Happy Healthy Pet sign kit today to have them in stores for Nestlé Purina PetCare's fall campaign to support the Purple Leash Project. The Purple Leash Project helps make pet-friendly domestic violence shelters more accessible nationwide. By expanding the number of such shelters, survivors of domestic violence and their pets can find safety, support, and healing together.

"We are thrilled to partner with Nestlé Purina PetCare to extend the pet category reinvention program to our vast network of independent retailers," said Ashley Page, VP of marketing and public affairs at IGA. "This initiative aligns with our commitment to providing exceptional experiences for shoppers and their beloved pets. Through the partnership, we hope to empower retailers with the tools and resources they need to create pet-friendly environments while supporting important causes like the Purple Leash Project."

Retailers ordering the updated pet signage kit will receive two complimentary Purple Leash Project signs that encourage shoppers to support the cause: an aisle blade and stanchion sign.

Both IGA and Nestlé Purina PetCare are excited about the impact this program will have on independent grocers and pet owners nationwide. This collaboration marks a significant step towards transforming the pet aisle shopping experience while supporting initiatives that bring animals and their owners from crisis to care.

Ready to enhance the shopping experience for your pet owners and boost sales in the pet category? Order your Happy Healthy Pets sign kit today to revamp your pet aisle into an experience that would make tails wag (if they were allowed in store). Whether shoppers are hunting for the perfect kibble, rewarding treats, or odorless litter, this signage leads the way like a trail of treats and lets them know your store is a destination for pet products, not just a fill-in trip.

Want to support the Purple Leash Project initiative without ordering the full pet signage kit? Order the Purple Leash Project signage (one aisle blade and one stanchion sign) or download it to print at your favorite printer!