Case Study: PetSmart Charities, Inc achieves 110,000+ in‑store visits to boost pet adoptions with GroundTruth

How PetSmart Charities is using location technology to help animals find their forever home

PetSmart Charities, Inc partnered with GroundTruth to boost in‑store traffic and connect potential adopters with PetSmart’s National Pet Adoption Weekends and seasonal kitten/cat adoption efforts. The challenge was to reach the right mobile audiences and drive them into PetSmart locations; GroundTruth supported this with its location‑based technology, using Location Targeting and Audience Targeting.

GroundTruth implemented Location Targeting around PetSmart stores and layered Audience Targeting (including custom segments of recent movers and pet lovers ages 25–54) in campaigns run before and during adoption events. The campaign drove over 110,000 visits to PetSmart locations — including 65,000 in‑store visits — directly supporting adoption weekends and helping more animals find forever homes.

PetSmart Charities, Inc

Suzi Berrios

Director of Charities, Customer Experience