PetSmart is tapping into the emotional appeal of its PetPerks Visa Card by letting customers put the mug of their favorite dog or cat on it.
People who sign up can earn three points for each dollar spent at PetSmart, PetSmart.com or Banfield, The Pet Hospital. Cardholders can also redeem points for PetSmart gift cards or donations. Users receive a $20 PetSmart gift card for the first time they use the card within one year.
The PetPerks card also gives cardholders discounts on good in PetSmart’s 993 stores nationwide.
But the reason for the appeal may be a very subjective one, says PetSmart spokeswoman Michelle Friedman.
“One of the biggest draws of the card is that they put their pet’s face on it,” she said.
Pet parents are typically enthusiastic about their pets and demonstrate a lot of loyalty for PetSmart, Friedman said.
PetSmart is building awareness for the cards with applications available in stores. It’s also soliciting PetSmart customers about the Visa cards by direct mail Applications are also accessible online at http://www.petsmartvisa.com.
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