Our vision is to provide Total Lifetime Care for every pet, every parent, every time. That's why our stores oﬀer everything pets need and want at every stage of their lives. Our primary concern is for pet health and safety and to provide pets with the best possible care. Our Customer, Just Dogs Pet Parents, are not your typical retail customer. They often bring their pets with them when they shop. Though customers have many choices when shopping for their pets, they make a special trip to Just Dogs to buy a treat or toy for their pet to express love and caring. It's not just an errand. More and more, customers come to Just Dogs for the services we provide and to take advantage of our associates' knowledge about pets and their needs. Our customers tend to shop for their pets in much the same way parents shop for their children. That's why we refer to our customers as Pet Parents. In many ways, our Pet Parents are just like you. They love pets and want the best for them. So our number one priority is to help them by providing the very best products and services for their extended family.
It's more important than ever to give our customers a reason to drive past the competition & shop in our stores. Communicating our points of diﬀerentiation through our brand is one powerful way to do this. Our brand defines how we're diﬀerent and better than the rest. We asked our best Customers – the customers who shop with us the most often and spend more money than anyone else
– what they want most from us. Turns out, five of the top ten reasons our best Customers choose to shop in our stores have something to do with the health and well-being of their pets. They've told us they want their pets to live a long, healthy, happy life. With that in mind, we developed a simple, new description of what our brand stands for: Just Dogs helps you to help your pets live long, healthy, happy lives. This statement gives all Just Dogs associates a common language to talk about the strengths we already have and the things we're already doing that matter to our customers. This new brand platform doesn't take the place of our vision, Total Lifetime Care(TLC) or our strategic priorities. Instead, it expresses TLC in a way that makes sense to our customers and is meaningful to them.