To market pet products in Petco and PetSmart, win sales proof first, pitch the buyer with that proof and then support your product at the shelf. Sales from independent pet stores, your own website and Amazon are what most buyers want to see. After that, make it easy for pet owners to find the stores that carry you.
This guide covers retail distribution, DTC channels, social media, influencer marketing and the "where to buy" page that connects your marketing to in-store purchases. The market is worth it: the American Pet Products Association reports $158 billion of US pet industry spending in 2025. It is also crowded, so a clear plan matters more than a big budget.
Related: CPG marketing guide | Retail marketing guide | Local marketing guide | How to increase foot traffic | Store locator for pet brands
The short answer
- For Petco and PetSmart, start elsewhere. Prove sales in independent pet stores, on your website and on Amazon, then take that data to the buyer.
- Meet buyers where they meet brands. Trade shows such as Global Pet Expo and SuperZoo are the usual route. Bring sales data, a margin plan and a marketing plan.
- Support the product at the shelf. Demos, co-marketing with the retailer, staff education and promotions are what retailers expect.
- Send shoppers to the shelf. A "where to buy" page with a store locator turns Instagram interest into a store visit.
- Build trust before reach. Pet owners buy on quality and story, so lead with ingredients, origin and real customers.
Only a few stockists and no budget? You may not need a store locator at all. A free embedded map with a pin for each retailer is fine when the list is short, rarely changes and shoppers only need to see where to buy. Our guide to free store locator options compares them.
Getting Into Petco, PetSmart and Independent Stores
Getting on Shelves
For many pet brands, retail distribution is a main revenue driver. Here is how to approach each channel:
Mass retail (PetSmart, Petco, Target, Walmart):
- Expect to need proven sales data, usually from DTC, Amazon or independent stores
- Buyer meetings often happen at industry trade shows (Global Pet Expo, SuperZoo)
- Need to demonstrate velocity, marketing support, and margin requirements
- Slotting fees may apply
Independent pet stores:
- More accessible for emerging brands
- Higher margins, more brand storytelling opportunity
- Relationship-driven, visit stores, offer demos, provide training for staff
- Distributor relationships (such as Phillips Pet and Pet Food Experts) can scale independent distribution
Amazon:
- Must-have for discovery and convenience
- Protect your brand with Brand Registry
- Invest in Amazon advertising (Sponsored Products, Sponsored Brands)
- Monitor for unauthorized sellers and counterfeit products
Retail Marketing Support
Retailers expect CPG brands to support their products at shelf:
- In-store demos/sampling. Offer free samples at PetSmart/Petco events
- Retailer co-marketing. Joint social media campaigns, featured in retailer's email
- Promotional pricing. Temporary price reductions to drive trial
- Endcap and display programs. Pay for premium shelf positioning
- Staff education. Train retail associates about your products (especially at independent stores where staff recommendations matter enormously)
What Makes Pet Product Marketing Unique
The Emotional Purchase
Pet products are often bought emotionally. Pet owners are parents, and they shop for their pets with the same protective instinct they'd shop for their children. This means:
- Quality often matters more than price. Lead with ingredients and sourcing, and use only claims you can support: pet food labels and terms such as "human-grade" have specific rules
- Trust is everything. A contamination scare or recall can badly damage a pet brand
- Loyalty follows results. Once a pet owner finds a food their pet does well on, they tend to stay with it
- Emotional storytelling converts. The brand's origin story, mission, and values drive purchase decisions
The Multi-Channel Reality
Pet products sell through multiple channels simultaneously:
| Channel | Your role |
|---|---|
| Mass retail (PetSmart, Petco, Walmart, Target) | Get on shelves, win at the shelf |
| Independent pet stores | Relationship-driven, often higher margins |
| Amazon | Must-have presence, thin margins |
| DTC (your website) | Highest margins, customer data |
| Grocery | Competitive channel |
| Subscription services (BarkBox, Chewy) | Partnership opportunity |
Your marketing has to support sales across several of these at once.
Building Your Brand (Awareness)
Social Media: The Pet Marketing Superpower
Pet content is one of the most engaging categories on social media. People love looking at animals. Use this to your advantage.
Instagram:
- Pet photos/videos using your product. The core content type
- User-generated content. Repost customer photos (with permission). This is your most authentic content.
- Before/after content. Coat improvements, weight changes, energy levels from your supplements or food, with health claims kept to what you can substantiate (regulators and ad platforms both restrict them)
- Educational content. "5 signs your dog might have food allergies" (builds authority)
- Behind the brand. How your products are made, ingredient sourcing, team photos with their pets
TikTok:
- Pet reactions to your product. Dogs trying a new treat, cats playing with a new toy
- Educational clips. Quick tips about pet nutrition, grooming, health
- Trending formats. Adapt viral TikTok trends with pets
- Day-in-the-life. Show your manufacturing, quality testing, or team culture
The power of pet content: Animals are easy to watch and easy to share. A well-made video of a dog enthusiastically eating your treat can travel far without paid reach.
Influencer Marketing for Pet Brands
Pet influencer marketing is a cost-effective place to start because:
- Pet accounts have large, engaged followings.
- The audience is perfectly targeted. People following pet accounts are pet owners
- Micro-influencers are effective. A dog with a small following has pet-owner followers who trust its recommendations
- Content is reusable. Influencer-created product photos can be repurposed in ads and on your website
Influencer tiers for pet brands:
| Tier | Followers | Best for |
|---|---|---|
| Nano | 1K-10K | User-generated content, reviews, often paid in product |
| Micro | 10K-100K | Authentic recommendations, engagement |
| Mid-tier | 100K-500K | Brand awareness, wider reach |
| Macro | 500K+ | Major campaigns, brand partnerships |
Rates vary widely by account and platform, so ask for each creator's rate card.
Start with micro-influencers. Send free product to a small batch of pet accounts in the 10K-50K follower range. The ones who genuinely love your product will create authentic content that often outperforms brand-made ads.
PR and Media for Pet Brands
Pet-focused media outlets are always looking for new product stories:
- Pet industry publications. Pet Product News, Pet Business Magazine, Pet Age
- Lifestyle media. BuzzFeed (pet section), The Dodo, Bored Panda
- Local media. "[Local pet brand] launches at [retailer]" is a ready-made local news story
- Veterinary media. If your products have health benefits backed by evidence
Digital Marketing for Pet Brands
SEO Strategy
Keywords to target:
| Keyword Type | Example | Page |
|---|---|---|
| "Where to buy" | "Where to buy [Brand Name]" | Store locator page |
| Product category | "Best dog food for sensitive stomachs" | Blog post |
| Ingredient-focused | "Grain-free dog food" | Product page or blog |
| Breed-specific | "Best food for golden retrievers" | Blog post |
| Health/condition | "Dog supplements for joint health" | Product page |
| Comparison | "[Your Brand] vs. [Competitor]" | Blog post |
| How-to | "How to switch your dog's food" | Blog post |
The "where to buy" page: It is one of your most important pages for converting online interest to retail purchases. It should include:
- A store locator showing every retailer that carries your products
- Major retail partner logos (PetSmart, Petco, etc.)
- Links to your products on Amazon, Chewy, and other online retailers
- Clear CTAs for both in-store and online purchase
Content Marketing
Pet product content marketing works exceptionally well because pet owners are always searching for information:
| Content Type | Example | Why it works |
|---|---|---|
| Breed guides | "Complete golden retriever nutrition guide" | Popular breeds are searched often |
| Health articles | "Signs of food allergies in dogs" | Owners search when they worry |
| Comparison content | "Raw vs. kibble: Which is better?" | Owners compare before they switch |
| Seasonal content | "Keeping your pet safe in summer heat" | Timely, easy to repeat each year |
| Product education | "How to read pet food labels" | Builds trust and authority |
| Activity guides | "Dog-friendly hikes in [State]" | Local interest and community building |
Email Marketing
Pet owners care about their pets' well-being, so useful email gets read:
| Email Type | Timing | Content |
|---|---|---|
| Welcome + first purchase | Immediately | Thank you, feeding guide, community invite |
| Restock reminder | Based on product usage cycle | "Running low on [Product]? Reorder or find a store near you" |
| Birthday email | Pet's birthday (collected at signup) | Special offer, personalized for their pet |
| New product launch | At launch | First access, exclusive offers for existing customers |
| Educational newsletter | Bi-weekly/monthly | Health tips, seasonal advice, community stories |
| Win-back | 90 days without purchase | "We miss [Pet Name]! Here is an offer for your next order" |
Personalization tip: Collect pet name, breed, age, and any health conditions at signup. Use this to personalize every email. "Tips for keeping senior golden retrievers active" will usually land better than "Tips for older dogs."
The "Where to Buy" System
Why This Matters for Pet Brands
A pet owner discovers your brand on Instagram. Their dog has skin allergies, and your food is formulated specifically for sensitive skin. They're interested. They go to your website.
What happens next decides whether you make a sale:
Scenario A (no store locator): They see your products but can't figure out where to buy them locally. They might order online if you have DTC or they might forget about it.
Scenario B (with a store locator): They type their zip code, see that the independent pet store 2 miles away carries your food, and drive there today. Sale made.
The "where to buy" experience is the bridge between marketing and revenue for any brand that sells through retail.
Building Your Pet Brand Store Locator
A "where to buy" locator on your site lists the retailers that carry you. We make StoreRocket, so weigh our view with that in mind. With StoreRocket you can:
- Import your retailer list. Upload a CSV or Excel file and review what will change before you publish it. Google Sheets sync depends on the plan, see pricing. To use it, create a linked spreadsheet in StoreRocket, edit that sheet, and enable the daily sync or run Sync from Sheets manually. Follow the Google Sheets setup guide.
- Filter by product line. Not all retailers carry all SKUs. Show customers where to find the specific product they want.
- Filter by store type. PetSmart, Petco, independent pet stores, grocery stores, veterinary clinics
- Search by location. Visitors search by address, city or postcode, or use their own location
- Analytics (plan-dependent). See where people searched, including searches that found nothing nearby. If many people search for your product in Denver and you have no stockist there, that is a data-backed pitch to retailers and distributors.
Community Building
Why Community Matters for Pet Brands
Pet owners are some of the most community-oriented consumers. They want to share stories, get advice, and connect with other pet parents. Brands that build community earn loyalty that is harder to win with price alone.
Community tactics:
- Facebook Group. Create a group for your customers. "Friends of [Brand Name]" where pet owners share photos, ask questions, and connect.
- User photo campaigns. Monthly "cutest pet" contests using your products
- Pet adoption partnerships. Partner with local shelters. "We donate [product] for every purchase."
- Events. Sponsor or host dog-friendly events (Yappy Hours, dog park meetups, adoption events)
- Ambassador program. Recruit passionate customers as brand ambassadors. They get free product, exclusive access, and a community role.
Veterinarian Relationships
For premium pet food and supplement brands, veterinary recommendations are among the highest-trust marketing channels:
- Provide product samples to local veterinary clinics. Vet recommendations carry enormous weight
- Create veterinary-facing materials. Clinical data, ingredient sourcing information, nutritional analysis
- Sponsor veterinary continuing education. Build relationships with the vet community
- Vet clinic locator. If vets carry your products, include vet clinics in your store locator
Measuring Pet Product Marketing Success
| Metric | What It Measures | How to Track |
|---|---|---|
| Retail velocity | Units sold per store per week | Retailer data, distributor reports |
| Distribution points | Number of stores carrying your products | Sales team data |
| Amazon Best Sellers Rank (BSR) | Relative sales performance on Amazon | Amazon Seller Central |
| Store locator searches | Where people searched for you | Locator analytics |
| Social media engagement | Brand awareness and affinity | Platform analytics |
| Email list size and engagement | Owned audience health | Email platform metrics |
| Customer acquisition cost | Marketing efficiency | Total marketing spend / new customers |
| Customer lifetime value | Long-term revenue per customer | Purchase frequency × average order × retention period |
| Repeat purchase rate | Whether the product works for pets | Your own repeat-order data |
The Metric That Matters Most
Repeat purchase rate. In pet products, especially food and treats, your product either works for the pet or it doesn't. If pet owners reorder, the product is good. If they don't, more marketing will not fix it. Track your own repeat rate by product and fix the product before you scale marketing.
Getting Started: Pet Brand Marketing Priorities
For New Brands (Pre-Revenue to $1M)
- Nail your product. Nothing else matters if customers do not reorder
- Build social media presence. Instagram and TikTok. Post daily. Engage authentically.
- Seed with micro-influencers. Send free product to a small batch of pet accounts
- Start DTC. Your website with e-commerce (Shopify is a common choice for pet DTC)
- Get into a handful of independent pet stores. Prove velocity, collect retail data
For Growth Brands ($1M-$10M)
- Set up your "where to buy" infrastructure. A store locator (create your locator), retailer list management, accurate data
- Expand to mass retail. Use your independent store velocity data to pitch PetSmart/Petco buyers
- Invest in Amazon. Brand Registry, advertising, review management
- Scale influencer marketing. Move from seeding to paid partnerships with mid-tier accounts
- Build email marketing. Welcome sequences, restock reminders, personalized content
- Content marketing. Breed guides, health articles, comparison content for SEO
For Established Brands ($10M+)
- Optimize retail media. Amazon Advertising, retailer-specific ad platforms
- Scale community. Ambassador programs, events, partnerships
- Distribution gap analysis. Use store locator data to identify markets with demand but no distribution
- Veterinary channel. Build relationships, provide education, get recommendations
- International expansion. Multi-market store locator, localized marketing
StoreRocket gives pet brands a store locator for their own website: import your retailers from a spreadsheet, match it to your brand and paste one embed code. Create your locator with a free trial, no credit card needed.