NEW YORK, NY –July 17, 2018 – CallisonRTKL’s retail design team celebrates the grand opening of Petco’s first PetCoach location in San Marcos, CA. The CallisonRTKL team worked closely with Petco’s leadership to help the company design a completely new retail experience. The PetCoach concept offers pet parents the highest quality suite of personalized services, products and experiences, all designed through a veterinary lens, to address total pet health and wellness.
The team worked through design concepts in a live mock-up space with the goal of merging digital, store design and service design. The result: a brand new store format that includes grooming, training, veterinary care, nutrition consultations, day care, self-wash, mobile vet house calls and dog walking, all in one place. The store design highlights the experiences offered, with clear visibility into each service area and casual gathering spaces for personal interactions and educational events.
“When we dug in to the client’s needs, the project evolved into a complete re-envisioning of how Petco connects with its customers,” said Paul Conder, Vice President of Customer Experience Services in CallisonRTKL’s New York office. “It’s a great example of co-creation. We worked together to understand Petco’s goals and needs and those of their customers, considering everything the brand had to offer from the customer’s point of view. We’re very proud of what we were able to accomplish by collaborating with the Petco team.”
CallisonRTKL led an extensive series of co-creation workshops with the client. In a prototype store environment, the group developed and tested new concepts for service design, staffing models and training, digital tools, and the interior space. CallisonRTKL also partnered with Cyrca Strategy to lead an in-depth customer insights and segmentation study that helped tailor the design to actual customer needs and behavioral patterns.
“The idea was to meet customers’ needs in a more holistic way,” said Conder. “They can shop for product and meet all of their pet’s needs rather than visiting the vet, the groomer, the trainer, and the daycare center, separately. The new PetCoach essentially streamlines caretaking for pet owners while turning the traditional retail model on its head.”
Photo credit: Petco
About CallisonRTKL
CallisonRTKL is a global architecture, planning and design practice. Over the last 70 years, we have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. Our work has set us apart as the number one retail design firm in the world and a top-five architecture practice across multiple disciplines and sectors. Our team of nearly 1,700 professionals around the world is committed to advancing our clients’ businesses and enhancing quality of life. callisonrtkl.com
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