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6. Sam’s Club Adds a Pet Membership Add-On

Pain Point: People have a need to spend money on their pets.

  • Over 52% of dog and cat owners said they spend more on their pets than themselves. source

  • More than half of millennials buy their pet a gift each month. source

  • In the past 10 years, pet spending has more than doubled. source

Insights: How Might We entice pet owners to buy delighters for their pets at Sam’s Club?

  • Petco gained over 2,000 members after one month of releasing a pet advice service. source

  • 57% of pet owners say they spoil their pets 24/7. source

  • 15% of online shoppers have signed up for one or more subscriptions to receive products on a recurring basis. source

Solution: Sam’s Club can add a pet membership add-on to their Sam’s Club membership.
        This pet membership could include exclusive discounts or promotions on certain pet products, allow members to receive pet points/rewards, and could also give them access to any pet services Sam’s Club could have. 

Who, What, Wow:

Sam’s Club could add a pet membership add-on and have up to 15% of their pet owners subscribe. source

Results: 

Feedback from the Director of Innovation: He said that the pet membership idea was really good and had a high potential for growth. However, one part he was wary about was the pet reward system because Sam’s Club already has a regular reward system and he was worried that it could be confusing for some customers. 

        We took it upon our team to continue to expand the possibilities with this membership.

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