Elevating the Petmania Retail Experience by Petmania and TapCreative

Petmania, a 100% Irish-owned chain of pet shops and dog grooming studios, operates 15 stores across Ireland with plans for further expansion. This presentation focuses on the brand’s new retail design, aimed at rejuvenating Petmania and pushing beyond the traditional pet store experience. With 74% of Irish households now owning a pet, insights revealed a shift in the pet landscape. To better understand customer needs, research was conducted, including focus groups, a nationwide survey, site audits, observation, and neuro-tracking.

The presentation also highlights the shopper experience timeline and experience map, which played a key role in shaping the store design. The revamped design has received excellent shopper feedback, enhancing trust and loyalty among customers. It has earned multiple awards, including a POPAI Award in 2024, and garnered significant media coverage. The new design has led to double-digit sales growth, with several in-store services and product categories outperforming expectations.

Originally presented by Paul Lowry, Design Director, TapCreative and Rachel, Chief HR/People Officer at O'Keeffe Group at the Autumn Shopper Seminar in Dublin on the 16th October 2024.