Pet retailers double down on apps to drive loyalty and sales

Pet retail is entering a more app-driven phase, where mobile platforms are no longer an add-on but a core layer of the customer experience.

According to Euromonitor’s 2025 Digital Shopper Survey, smartphones have firmly become the dominant gateway to digital commerce, now central to how consumers research, purchase and pay worldwide. Statista estimates that mobile commerce will account for around 61% of global e-commerce sales in 2025, with that share set to edge up to 62% this year.

In Germany and the US, retailers such as Raiffeisen Markt, Kölle Zoo and Pet Supplies Plus are experimenting with digital tools that combine convenience, loyalty and in-store engagement into a single ecosystem.

Raiffeisen Markt

Earlier this year, the German cooperative retail network Raiffeisen Markt launched a new mobile app to strengthen digital communication across its store network. The app is operated by TERRES Marketing + Consulting, the marketing and retail arm of Agravis, the retailer’s owner.

The app provides up-to-date information on opening hours, product ranges, services, news and promotions, and is linked to the company’s online store.

“Clients can select their favorite store and see all the relevant content for that location. Digital coupons, which can now be activated directly in the app and redeemed in-store, offer an additional benefit for customers,” says Agravis. 

The retailer offers a large range of pet food and accessories for dogs, cats, birds, small mammals and aquatics. 

Kölle Zoo

Furthermore, pet retailers have been reaping positive benefits from product launches. For instance, Kölle Zoo achieved over 1.2 million app orders less than 2 years after its launch. The app currently has more than 220,000 registered users, with the 100,000-user mark achieved within 10 months after its launch.

Maria Petkoudis, Senior Online Marketing Manager at Kölle Zoo, tells GlobalPETS that the app accounts for 35% to 40% of all transactions at checkout.

“It plays a key role in our omnichannel strategy, connecting digital and in-store touchpoints to create a seamless shopping experience and enable direct engagement with customers. It also acts as a central hub, bringing together services, offers, information and inspiration in one place,” she adds.

According to Petkoudis, the app’s most prominent features are exclusive offers and the ability to collect points and redeem them for rewards, with an option to donate points to animal welfare organizations.

This year, Kölle Zoo plans to add new features to the application, including personalized content and enhanced gamification with structured incentives, reward systems and progress-tracking elements.

Pet Supplies Plus

Michigan-based pet franchise retailer Pet Supplies Plus launched a nationwide mobile app for its customers. The app offers a wide selection of over 11,000 products from 400 brands, along with product recommendations and subscription options.

“Our goal is to continue expanding convenient shopping options that meet each customer’s unique needs. We know most neighbors already access our website from a mobile device, so the mobile app creates an even more seamless way to shop, book services and access Rewards,” CEO Chris Rowland tells GlobalPETS.

The company aims to have between 50% and 70% of its existing online customer base download and actively use it within the first year. 

“In the first few months, the vast majority of users who download the app are keeping it on their devices, with fewer than 2% deleting it afterward, an encouraging early indicator of engagement,” Rowland adds.

Looking ahead, the American pet retailer plans to add app-exclusive deals and Rewards opportunities, expanded push-notification capabilities, and ongoing interface and usability improvements.