Deep customer insights leading to a new business model and an award-winning design.
Through deep market research, CRTKL identified a key customer group who was being under-served: young suburban families who were extremely time-constrained and passionate about being great pet-parents.
Through a series of design sprints led by CRTKL, a new business model was developed and deployed: Petco would provide all the products and services to target this customer’s needs—from nutrition to training and healthcare to transportation—all accessed exclusively via a membership app.
CRTKL developed two prototype stores in San Diego CA, dubbed “PetCoach”. Results have over 3x membership uptake than expected. The concept won the Retail Design Institute’s 2018 Store Design Innovation award.