PetSmart, the #1 US specialty retailer of pet food and supplies, is focusing on more specialty services this year such as “doggy day camp” as well as overnight boarding which includes dessert and a belly rub. These news services are an effort to further differentiate PetSmart from competitors during tough economic times.

A retailer such as PetSmart should be measuring how effective their new services are through a customized survey.

Customer Surveys

What are PetSmart’s customers really thinking? Now, it would be difficult to ask Sparky, the Golden Retriever, whether or not he enjoyed dessert and a belly rub during his overnight stay since he cannot talk. Perhaps five consecutive barks for a five star rating? Well, maybe it would be best to stick to asking his pet owner for feedback. It’s important for retailers such as PetSmart to know what services are most beneficial to pet owners and which are not. Although Sparky would love to have a belly rub, if his owner thinks otherwise, Sparky will not get a belly rub. It’s important for any retailer to know what the essential services are and what the “extras” are.