Functional Pet Treats Brand: PetSmart End-Cap Rotation Calendar
PetSmart's seasonal end-cap calendar. Pet Wellness Month, holiday, back-to-routine. Is the most contested floor real estate in pet specialty. Earning rotations 1, 3, and 4 in Year One was the engagement target.
Growth in Conversions
Functional pet treats brand needed PetSmart placement plus integration with their seasonal treat banner program to earn end-cap features.
Content Optimization
MOART negotiated 5-SKU placement across functional categories (dental, joint, calm), enrolled in PetSmart Treats Banner program, and ran 6 activation weekends.
Organic Traffic
1682%
Dramatic Increase
Project Overview
PetSmart runs a 6-rotation seasonal end-cap calendar. Each rotation is roughly 8 weeks. The category-leadership treats brands (Greenies, PetSafe, Blue Buffalo) occupy the high-velocity rotations by default. Pet Wellness Month in January, Spring Active in March, Summer Travel in June, Back-to-Routine in September, Holiday Gifting in November, and the year-end clearance window. Earning end-cap rotations is harder than earning shelf.
Execution
Year One target was rotations 1 (Pet Wellness January), 3 (Summer Travel for the calming SKU), and 4 (Back-to-Routine for dental and joint). We pitched each rotation separately because each has a different category buyer. Wellness has Buyer A, summer travel has Buyer B (focuses on outdoor pet products), back-to-routine has Buyer C.
The pitch math leaned on PetPerks loyalty data showing functional-treats category trial-to-repeat at 31% among PetPerks members versus 19% for non-members. The rotation case was that the brand's SKUs would compound PetPerks member value, not cannibalize incumbent placement.
Project Results
5 functional SKUs across 1,650 PetSmart stores with end-cap rotations 1, 3, and 4 secured in Year One. PetPerks member trial-to-repeat conversion hit 22% across the activation calendar. Rotation 6 (year-end) added at Year Two.
Conclusion
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