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Challenge
Solution
Result
Today’s most effective retailers are evolving beyond promotion-driven marketing toward experiences that build trust and long-term loyalty.
Pet Valu teamed up with SJC to transform its seasonal guide program into a digital-first content platform that supports its customers, Devoted Pet Lovers, at every stage of the pet parenting journey. At the heart of the strategy was a shift from selling products to solving problems.
The Opportunity
For several years, Pet Valu and SJC collaborated on seasonal guides that blended product promotion with helpful content. But as the brand evolved, so did the guide's role.
Beginning with the 2025 Holiday Guide and continuing with the Dental Guide, SJC evolved the format from a static PDF-style guide to an immersive, mobile-optimized experience built around expert advice, practical tips and real-life pet care education. This shift aligned with Pet Valu’s broader brand philosophy.
“The best marketing starts when ‘love lives here,’” said Alison Preiss, Integrated Marketing Director, Pet Valu. “Devoted Pet Lovers don’t want to be sold to; they want to feel understood and supported.”
The Digital Guides extend the expertise of Pet Valu’s in-store Animal Care Experts (ACEs), who provide personalized guidance across nutrition, behaviour and essential care topics, into the digital environment. The result is a connected online-to–in-store experience that positions Pet Valu not simply as a retailer, but as a trusted resource.
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Digital Publishing & Content Strategy
The redesigned guides prioritize storytelling, education and usability. Features include:
- Scroll-friendly design optimized for mobile behaviour
- Background video to demonstrate product features and benefits
- Interactive elements to showcase colourways and highlight essential information
- Product carousels and ecommerce links
- AI-assisted animation that brings still imagery to life
Products are integrated within relevant editorial context, supporting discovery without interrupting the experience.
The true value of the guide lies in its content: expert-led, practical information designed to build confidence and empower pet parents. Each guide serves as an evergreen resource; promoted on the homepage for the duration of the campaign before living in Pet Valu’s resource centre for Devoted Pet Lovers.
Customer Engagement and Ecommerce Results
The 2025 Holiday Guide demonstrated the strength of the Digital Guides platform. From launch through mid-January, the guide attracted a strong launch audience and delivered:
- 87% engagement rate
- 8 pages per session
- Over 9 minutes average visit time
Notably, 12% of readers moved on to product pages. Among those who did, they viewed three to four pages each, suggesting that once readers moved from inspiration to commerce, they entered a browsing-and-research mindset.
“For the first time, the guide is fully web-optimized and live on our website. That shift is huge for us," says Karen Or, Creative Team Manager, Pet Valu. "It means easier access, a more seamless shopping journey, and a modern, interactive experience that feels as good as it looks.”
The Dental Guide revealed the next layer of impact. Built around deeper, care-focused education, it functioned as a high-value resource for pet parents seeking practical care guidance. In its first two weeks, readers spent an average of nearly 25 minutes per visit and viewed 8 pages, an even higher level of engagement than the Holiday Guide during the same period.
The extended visit time suggests readers treated the Dental Guide as reference-style content, keeping it open while exploring sections or revisiting information. While seasonal inspiration captures attention, educational depth sustains it.
Future of the Digital Guides Platform
Launched in April 2026, the Pet Parent Guide is the latest Digital Guide, which helps new pet parents navigate care across life stages and species, including cats, dogs, small pets, fish, birds and reptiles.
By continuing to invest in expert-driven, problem-solving content, Pet Valu is strengthening its position not just as a destination for pet products but as a trusted partner throughout the pet parent journey. In a category built on care, that distinction matters.