Using multiscreen to boost franchise growth
Pet Supplies Plus, a growing retail franchise with over 700 locations across 36 states, provides a wide range of products and services for pet owners of all kinds. From everyday essentials available through online ordering to full-service grooming and nail trimming, Pet Supplies Plus has everything owners need for their four-legged family members.
Multi-location franchise owners Matt and Brian Barrett sought to drive growth in in-store sales, website traffic, grooming services, and online ordering throughout the Houston market. Since partnering with Comcast Advertising in 2019, they have worked closely with the team to refine strategies during challenging periods like COVID-19 and adjust messaging to align with changing business goals.
Evolving business needs demand agile creative solutions
A brand’s creative direction is the biggest factor in campaign success. Without a clear message delivered through visually engaging commercials, the campaign can fall flat. Pet Supplies Plus partnered with Comcast Advertising’s award-winning Client Creative team to develop custom commercials that communicated the brothers’ goals. Whether highlighting the full range of offerings at Pet Supplies Plus or shifting focus to same-day delivery and curbside pickup during COVID-19, Client Creative delivered high-quality commercials that told a clear, compelling story.
Media solutions that support business growth
To complement the strong creative, the Comcast Advertising team then developed a robust multiscreen campaign to target high-earning households. In the beginning, the team delivered the campaign in zones surrounding the Clear Lake and League City locations to boost local awareness and drive in-store sales.
Eventually, the brothers opened three more locations within three years of each other in Memorial, Cypress, and Corpus Christi. After seeing such success with the team at Comcast Advertising, Matt and Brian extended their campaign strategy to zones surrounding these locations, as well.
Drive real business results across TV, web, and storefront
In just one quarter, Pet Supplies Plus saw incredible results from its custom, data-driven campaign across multiple metrics like reach, frequency, impressions, and website traffic. The store’s TV campaign achieved a 77% target reach and an average frequency of 8.0. Additionally, the streaming campaign delivered 245K impressions with viewers spending nearly 2,000 hours viewing the brand’s content.
The Pet Supplies Plus team leveraged Comcast Advertising’s Instant IMPACT tool, powered by Innovid, to see how multiscreen performance impacted its website performance, as well. This attribution tool measured the website traffic coming specifically from within their campaign geographies and uncovered the following results:
- +83% YOY growth in new users
- +82% increase in direct and organic sessions
- +453% increase in views to the grooming page
- +243% increase in e-commerce sales
- +28% and +41% YOY sales growth at League City and Clear Lake locations, respectively
The brothers shared that before starting with Comcast Advertising, they reallocated part of Pet Supplies Plus’ marketing spend from alternative methods to Comcast Advertising, placing greater emphasis on multiscreen TV—a move the brothers credit as a key driver of the stores’ success through these campaigns and Client Creative’s work.
When we first opened our first two stores, we didn't really focus on marketing the way we should have. We decided to kind of pull some of the stuff and really put the focal point on these commercials so we could see the true impact of them. It was pretty mind-blowing how much of an impact it had.
- The Barrett Brothers, Matt and Brian, Pet Supplies Plus Franchise Owners