Independent Pet Partners

Challenge

Independent Pet Partners (IPP) owned hundreds of pet stores across the country under four different brands. They choose Zozimus to help build brand awareness, drive in-store traffic and retail sales.

Strategy

Zozimus brought together a team that developed a digital strategy to reach pet owners who lived near each of the 200+ stores.

That strategy was to capture organic search traffic and pet owners who are demonstrating a buying behavior and supplement that with a 30-day media campaign to drive visitation to brand stores.

Execution

From an SEO perspective the first step was understanding how pet owners search for local pet stores.

Using proprietary tools, the Zozimus team identified the search terms with the highest potential to drive retail sales and in-store visits.

By understanding search behavior we were able to position the 200+ stores to rank highly when a buyer was looking for pet related topics in their local community.

To amplify these SEO efforts, we used a combination of paid search tactics like search, display, Mobile Geo-Targeting and social media advertising to reach dog food purchasers and nearby brand audiences to drive visitation and lift.