PetSmart Uses Mobile Location Technology To Drive Adoptions

PetSmart has partnered with GroundTruth, a location platform that leverages data and insights, to drive mobile users who are potential pet adopters in-store this year.

GroundTruth is able to reach potential adopters via real-time targeting of mobile users near PetSmart locations as well as audience targeting of mobile users grouped based on their past visitation behavior, says Eric Hadley, CMO of GroundTruth.

“For example, in the campaign, GroundTruth created a custom audience, comprised of moms and dads, recently moved (those who visit stores like truck renting and leasing), and pet lovers who are ages 24 to 54,” Hadley tells Marketing Daily.

Read the full article on MediaPost.