PetCoach is an entirely reimagined pet store born from a collaboration with Petco. Consumer insights and brand positioning studies informed what was ultimately a new business model for the brand as a brick-and-mortar expression of a once online-only service.
The service-retail model is a curated pet store that provides veterinary care, grooming, training, and daycare to today’s dedicated Pet Parents via integration with a membership app. It’s a one-stop-shop that makes it easy to address all pet needs through an elevated level of service and brand connection. The physical store enables the digital platform to come to life seamlessly.
Intuitive wayfinding and curated moments drive the customer journey. Durable and cleanable materials clad the interior spaces, and increased transparency helps pets and parents feels connected throughout the zones. Thoughtful details such as leash hooks and pawprint motifs provide moments of surprise and delight throughout. A small sales area provides curated products in inspirational vignettes, acting as a window to endless aisle capabilities via digital fulfillment.
PetCoach garnered three times more new members than expected, and the design took home several awards.
SERVICES // Retail Strategy, Prototype Development, Interior Design
ROLE // Junior Designer
LOCATION // San Marcos, CA
AWARDS // Gold, 2019 Shop! Design Awards in Service Retail // Winner, 2019 Design:Retail Magazine Spectrum Award in Service Retail // Finalist, 2018 RDI International Design Competition Store of the Year
All work performed while employed as a designer at CallisonRTKL. Photography by Chris Eden, 2018.