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PetSmart adds tattoos to loyalty program perks

PetSmart tattoo redo
PetSmart wants to help loyalty members fix old tattoos.

Members of the revamped PetSmart loyalty offering with tattoos they regret have a special limited-time benefit.

Earlier in April, the pet supplies and services retailer introduced its new Treats Rewards loyalty program, an upgrade of its previously existing loyalty offering with more than 67 million members. 

Beginning Tuesday, April 9, and lasting through Tuesday, April 30, any Treats Rewards member with a tattoo they regret getting can replace it with one of their pet, courtesy of PetSmart. 

In addition, members who already have a tattoo of their pet will automatically receive an upgrade to VIPP status (Very Important Pet Parent), the highest tier of the new loyalty program.

There are three ways loyalty members can participate in the tattoo program through April 30, 2024:

  1. Share a photo and story of a regretted tattoo and the pet that will inspire the cover up tattoo at Winners of the tattoo cover up contest will receive a consult with Alium Tattoo Studio, plus the cost of travel to Los Angeles and accommodations for their session with one of Alium's tattoo artists.
  2. Upload a photo of existing pet tattoos at the tattoo redo site to be awarded VIPP status in the Treats Rewards program.
  3. Download the PetSmart app for a tattoo-themed photo frame.

"We're celebrating all the foot – and paw – prints that our pets leave on our hearts and the love and loyalty their parents show them," said Bradley Breuer, VP of loyalty and CRM at PetSmart. "Tattoos are the ultimate form of loyalty, but we know that sometimes the thing you thought you'd want to commemorate forever turns out to be not so forever. So, we're turning regrets into pets because we know you'll never regret a reminder of your pets' unconditional love."

The revamped, free to join program includes other new (permanent) features such as:

  • New tiers: Member (annual spend up to $499) and Bestie (annual spend $500-$999), along with Very Important Pet Parent (VIPP – annual spend of $1,000 or more) tiers offer graduated ways to earn based on how much members spend.
  • More personalized perks: All members will get hyper-personalized offers and activations, plus current program benefits such as early access to sales and new products, members-only in-store pricing, a free gift on their pet’s “gotcha day” or birthday.
  • Special service benefits: Members will be rewarded for engaging in services with a new salon reward certificates program, savings on “Doggie Day Camp” and more.
  • Rewards for giving back: All member donations to PetSmart Charities will be met with double Treats Rewards points, rewarding members for giving to charities.
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