How Woof Gang's Digital Strategy is Revolutionizing Pet Grooming Services

Woof Gang's Digital Transformation Journey

Pet retailer Woof Gang is embracing digital technology to drive growth, enhance pet owners' experience, and build a fully integrated tech stack to drive value for franchise partners and customers.

Photo: Woof Gang

It's not easy to be an omnichannel retailer or service provider if the product or service isn't available via e-commerce transactions. Pet grooming services is one example — there's no feasible way to inoculate, trim nails, or take blood samples via online applications.

But that isn't deterring Woof Gang, the fourth largest pet retailer in the U.S., from diving into the omnichannel environment as part of its broad digital strategy aimed at enhancing how store owners connect with pet owners.

The Mobile App Revolution

The company has launched its first consumer app, available for iOS and Android, which makes it easier than ever to book, manage, and confirm grooming appointments. Down the road, the digital roadmap includes plans to drive AI-powered features — think chatbot and personalized service recommendations — to help pet owners choose the right grooming treatments based on their dog's breed, coat, and needs.

Woof Gang, founded in 2007, has more than 450 locations open or under development in the U.S. and is doing more than one million grooms a year. The quest is to tap digital opportunities to drive growth of what's a traditionally offline service offering.

Impressive Growth Metrics

So far, that digital transformation is proving successful with online booking growing from less than 10% just two years ago to 25% today. In its newest locations, the impact is even greater with online booking rates hitting 40%.

CEO Insights: The Digital Strategy Explained

RetailCustomerExperience reached out to CEO Ricardo Azevedo to gain deeper insight into Woof Gang's digital strategy aimed at making pet grooming and pampering as easy as possible for pet owners.

Q. What prompted the decision to offer an app and why hadn't it been developed earlier?

Azevedo: The app is part of our broader strategy to create a fully integrated technology stack to drive value for both franchise partners and our customers. As busy pet owners seek convenient mobile solutions for booking their grooming appointments, we recognized the need to make our services more accessible and convenient.

Q: Was the app developed in-house or by a partner and how long did it take to develop?

Azevedo: The Woof Gang App was developed by our integrated technology partner, FranPOS, who also powers our point-of-sale and online booking system. Since FranPOS is deeply embedded in our technology ecosystem, the app was a natural extension of our platform.

Q: Can you share any lessons learned with the app development?

Azevedo: The biggest lesson was the importance of involving our franchise owners and customers from day one. Their input shaped core features like appointment management and profile customization. We also learned that seamless integration with existing systems is crucial.

Q: How are you publicizing the app to current customers?

Azevedo: We're taking a multi-channel approach that leverages our franchise network's local relationships. Our store teams are introducing the app during grooming appointments and checkout, where they can demonstrate its benefits firsthand.

Q: Why is having an app/mobile channel important for Woof Gang?

Azevedo: Having a mobile app is something our customers wanted and, more broadly, it is part of our broader digital strategy to create a fully integrated technology stack to continue to support our growth plans. The app isn't just about convenience — it's about strengthening relationships.

Q: Is the app the first effort of the broader digital strategy?

Azevedo: The app represents the next evolution of our digital journey. We've been building our digital foundation for years with our CRM systems, loyalty program, and online booking capabilities.

Q: What's to come with the future AI-powered features?

Azevedo: We're planning to roll out AI features in early 2026, including smart service recommendations and a friendly chatbot for scheduling support. These aren't just technology for technology's sake — they're designed to make every interaction more helpful and personalized.

Q: Does Woof Gang have a loyalty program and will it be incorporated into the app?

Azevedo: Woof Gang locations offer a variety of store-driven loyalty and frequent-buyer programs, tailored to the needs of specific neighborhoods. The app is designed to support this flexible approach.

About the Author

Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer, and editor covering technology and business for top media including AOL, InformationWeek, InternetNews, and Food Truck Operator.