How Premier Pet Supply Used Targeted SMS to Compete with Amazon and Drive Local Growth
Challenge
Premier Pet Supply, a regional pet supply chain, operates in a highly competitive market dominated by national e-commerce brands like Amazon and Chewy. While the brand had built a strong loyalty program and collected more than 120,000 customer mobile numbers, SMS was not being used strategically to drive revenue, foot traffic, or awareness.
Customers often defaulted to Amazon or Chewy for convenience, unaware that Premier Pet Supply offered fast, local delivery and immediate in-store availability. The challenge was not audience size, it was activation. Premier Pet Supply needed a way to turn an existing mobile database into a meaningful, revenue-driving channel while reinforcing the value of shopping local.
Solution
Premier Pet Supply partnered with Subtext to launch a highly targeted SMS strategy designed to increase foot traffic, promote delivery, and compete head-to-head with national retailers.
Using Subtext’s advanced segmentation tools, the team layered multiple forms of targeting to ensure every message was relevant and timely. Their text messages were segmented by:
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Location, delivering store-specific promotions and new location announcements
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Pet type, such as promoting a sale on dog food specifically to dog owners
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Customer status, including targeted outreach to new customers
This approach allowed Premier Pet Supply to promote:
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In-store and online discount codes
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New store openings and location-specific offers
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Local events and holiday promotions
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Product availability updates that emphasized immediacy and fast local delivery
By combining location, pet ownership, and customer-level targeting, Premier Pet Supply ensured SMS felt personal, not promotional, driving both in-store visits and online purchases.
As Mike Palmer, Owner of Premier Pet Supply, put it, Subtext has provided “a direct, effective way to reach our customers with timely, relevant offers,” helping the team drive in-store traffic and better compete with national retailers while reinforcing the value of shopping local.
Results
In just 18 months, Premier Pet Supply transformed SMS from an underutilized asset into a scalable growth channel.
- 139,000 SMS subscribers, up from 120,000
- Increased foot traffic driven by location-specific and pet-owner-targeted offers
- Greater awareness of fast, local delivery as a true alternative to Amazon and Chewy
- A previously dormant mobile database activated into a consistent promotional channel
In one campaign, a mid-month SMS promotion for a pet food brand drove as much revenue in a single day as the rest of the month combined, demonstrating the immediate impact of timely, targeted messaging.
Subscriber growth was driven by in-store loyalty enrollment and ongoing email promotion, allowing Premier Pet Supply to scale SMS without relying on paid acquisition.
By combining in-store loyalty enrollment, email promotion, and Subtext’s segmentation capabilities, Premier Pet Supply built a sustainable SMS program that supports both physical retail and e-commerce growth. while reinforcing the value of shopping local.
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