Pet Supermarket Uses Technology to Saturate Marketplace

Eager to expand its brand into new regions, Pet Supermarket is licensing software that evaluates and pinpoints the best markets as it plans future store locations.

The Sunrise, Fla.-based Pet Supermarket chain has 100 stores that feature approximately 8,000 pet products. With plans to expand the chain by an average of 20 stores per year, Pet Supermarket tapped Woburn, Mass.-based geoVue to streamline this task.

geoVue’s solution uses predictive data modeling to help retailers analyze which markets to enter, expand or exit; determine how they should optimize store networks within each market; and localize marketing and merchandising.

“geoVue helps us to understand exactly which customers like our stores,” said Diane Holtz, president of Pet Supermarket. “geoVue uses our customer database of addresses to determine where we are the most successful.”

Based on this knowledge and other demographic information, “geoVue will help analyze and select new market areas that are ideal for Pet Supermarket,” she said. “As part of this process, geoVue can also project sales for individual sites.”

Since adding the solution in March, the pet retailer has used geoVue to plan six to eight locations. “It’s early in the implementation, but we are very encouraged by the results so far,” Holtz said.