Pet Valu’s Strategy for Winning the Hearts (and Carts) of Pet Owners

The pet industry in Canada is booming — and it’s showing no signs of slowing down. Nearly 60% of Canadian households own a pet, with cats and dogs leading the way. In 2024 alone, Canadians spent $13.7 billion on their pets, reflecting a steady annual growth rate of 8% since 2016. Behind these numbers is a combination of deep emotional connection, evolving consumer expectations, and the growing role of e-commerce.

In a recent episode of Point of Purchase by geekspeak Commerce, Tricia Williams sat down with Tanbir Grover, Chief Marketing and Digital Officer at Pet Valu, to explore the trends, challenges, and opportunities shaping one of Canada’s fastest-growing retail categories.

Pets as Family: The Emotional Core of the Category

Unlike many retail sectors, the pet category is rooted in emotion. “We treat our pets like family,” Grover said, noting how the pandemic accelerated pet adoption and deepened the human–animal bond. Many households, isolated during lockdowns, turned to pets for companionship, joy, and connection.

That bond drives consumer behaviour. Pet purchases aren’t one-off transactions — they’re recurring needs, from food and treats to grooming and toys. This recurring nature creates opportunities for ongoing engagement and brand loyalty, but also raises the bar for consistent, high-quality customer experiences.

The E-Commerce Shift in Pet Retail

Grover’s career spans Canadian retail heavyweights like Sears, Hudson’s Bay, and Lowe’s, giving him a deep understanding of both traditional and digital commerce. At Pet Valu, he’s applying that experience to unify the in-store and online experiences.

Omnichannel is no longer optional — it’s expected. Customers want the same convenience, product knowledge, and personalization whether they’re visiting a store or shopping online. That’s particularly important for pet products, where advice, fit, and suitability are key purchase drivers.

Pet Valu’s model blends both worlds. Customers might drop in for a quick bag of kibble, bring their dog along for an “experience” outing, or seek expert advice for a health or nutrition question. Online, they can access articles, expert tips, and product recommendations, ensuring that the expertise found in-store is also available digitally.

Education as a Loyalty Driver

Pet owners are increasingly informed and research-driven, especially when it comes to food, supplements, and health products. Pet Valu has leaned into this trend, publishing over 100 content pieces on topics like returning to work after adopting a pet, managing pet anxiety, or moving with animals.

In-store, “Animal Care Experts” (or ACES) provide advice on everything from diet transitions to enrichment products. These same experts contribute to online content, ensuring consistency and credibility. This dual-channel education helps Pet Valu position itself as a trusted partner for devoted pet owners — a role Grover sees as critical in an age of AI-powered “answer engines.”

The Franchise Factor

One unique challenge for Pet Valu is its franchise model. In addition to serving the end customer, Grover considers franchisees as an equally important customer group. E-commerce decisions must account for both parties.

For example, when launching subscriptions, the default direct-to-consumer model would have bypassed stores, potentially hurting franchisee sales. Instead, Pet Valu developed a hybrid approach, offering both home delivery and in-store pickup, allowing customers to choose their preferred method while keeping franchisees engaged.

This balance requires more time and testing than in corporate-only models, but it’s key to sustaining trust across the network.

Local Roots, National Reach

Despite being a national brand, Pet Valu emphasizes local community engagement. Stores partner with neighbourhood rescues and shelters for adoption events and fundraising. In 2024, their Pet Appreciation Month raised $1.4 million in food, product, and cash donations — all directed back to local partners.

Marketing taps into this local pride, from national campaigns celebrating Canadian ownership to store-level events like nail-clipping days or betta fish education sessions.

Data, Personalization, and the Human Touch

One ongoing challenge in bringing in-store expertise online is replicating the human connection. Grover recalled visiting a store where an ACE recognized a customer’s dog by its bark — a reminder of the deep relationships formed at the store level.

“How do we bring that knowledge base online?” Grover asked. “When you log into petvalu.ca, could it say ‘Levi’s dad is here today’?” That emotional tone is powerful.

Personalization is a priority moving forward, with opportunities to tailor product recommendations, reminders, and content not just to the customer, but to their specific pet.

The Content Imperative

Strong product data and imagery aren’t just nice-to-haves — they’re conversion drivers. Grover encourages vendors to view content creation as a strategic investment, not a “necessary evil” for getting listed.

He recalled convincing a refrigerator manufacturer to add photos of the appliance with the door open, so online shoppers could see the interior — a small change that mirrored the in-store experience and removed a key purchase barrier.

For Pet Valu, product content supports both online sales and in-store knowledge, serving as a reference library for ACES. With the rise of AI-driven shopping assistants, structured, benefit-rich content will become even more critical for visibility and brand authority.

Balancing Budgets and Brand Building

Pet Valu takes a “full 360” approach to marketing, balancing brand storytelling with performance-driven campaigns. While bottom-of-funnel tactics drive short-term sales, brand marketing builds long-term equity and keeps Pet Valu top-of-mind.

This strategy allows for flexibility — from seasonal awareness pushes to opportunistic campaigns like their Canada Day initiative, which highlighted Canadian ownership and local operations.

Looking Ahead: Trends and Opportunities

Grover sees two macro trends continuing to shape the market:

1. Humanization – Treating pets as full family members, with corresponding expectations for quality products and care.

2. “Premiumization” – Willingness to invest in higher-quality food, supplements, and enrichment, similar to trends in baby products.

Pet Valu’s newly framed “culinary” category — encompassing raw, gently cooked, and frozen pet foods — aligns with these shifts. Store expansion, enhanced digital capabilities, and deeper personalization will also be key growth drivers.

Final Thoughts

After nearly five years in the pet industry, Grover remains energized by the category’s combination of emotion, community, and innovation. As both a retail leader and a pet parent, he understands the stakes: “We want to help you every step of the way in your pet journey… and sometimes, just give you a high five for being a great pet parent.”

In a market where loyalty is earned one monthly trip at a time — and where pets can’t speak for themselves — brands that combine expertise, empathy, and convenience will continue to thrive.

Watch the original episode here to learn more.