Growing on- and offline in Croatia

Zoo Hobby, the operator of Zoo City, has a long tradition in Croatia’s pet industry. The company started in 1975 with a pet shop in the coastal town of Split. Since 1994 the company has focused on the distribution of premium pet products and represents global brands like “Hill’s”, “Tetra”, “Ferplast”, “Versele Laga”, “Trixie” and others in the region. In 2006, Zoo Hobby established a subsidiary in Serbia that is geared to distributing a very similar product portfolio. In early 2012, Zoo Hobby expanded back to retail with the acquisition of the Zoo City pet shop chain due to the very challenging local environment. With this move the company established a better position to communicate with end customers, promote and present the brands represented and to give fresh impetus to the entire pet product industry locally. The offer of professional advice, a broad product range, live animals and the creation of the most desirable place to shop for pet-­related items have secured Zoo Hobby’s strong footprint in the local market. Now Zoo City has launched a new virtual pet supplies store at www.zoocity.hr. The new online shop offers over 5 000 items for all pets comprising food, equipment, treats and toys for dogs, cats, birds, small animals, reptiles and fish. In order to maintain a competitive spirit and increase the value proposition for end customers, there are nume­rous incentives: regular month­­­ly promotional catalogue products, dedicated web promotion assortment, permanent price reductions on certain products and promo products for Zoo City loyalty club members. Additional savings are assured with a special discount due to the opening of the new online sales channel – Zoo City is offering 20 per cent off all items and free delivery throughout Croatia. “Animal prices” for own brand products A unique element of the online shop is the option of merging an online and offline loyalty card in order to create savings. End customers that register online receive an additional 20 per cent discount as a welcome gift to the Zoo City.HR club and collect points for discounts. It is possible to take a photo of a web id using a smartphone or of printing and showing it at one of Zoo City’s physical out­lets, where all the benefits are usable as well. As a Zoocity.HR club member, an end customer can take advantage of a favourites list (so as not to have to browse all categories), concentrate on promotions or see past orders etc. The concept of “animal prices” for private…