NORTHLAKE, Ill. -- Dominick's Finer Foods here has launched a 24-hour, multitopic information hot line for pet owners.
The Dominick's Pet Care Hotline, activated Jan. 30, is a phone-in service offering general information in a menu-driven computerized format. Heinz Pet Foods is a co-sponsor of the hot line, as well as the Chicago area's Veterinary Information Network, the Anti-Cruelty Society, Pet Times newspaper and Q-101 Radio.
Rich Simpson, a spokesman for Dominick's, said the sponsors were looking at ways to offer an interactive service, but for now the pet care information is all contained on tapes.
"This unique program provides valuable consumer information," Simpson said. "The program is an example of Dominick's commitment to be a complete pet care center, while continuing to provide customers with value and selection."
The hot line is being promoted in-store with displays, posters and brochures.
Simpson said sales of pet food at Dominick's units will be tied into the hot line, mostly involving Heinz products. The hot line will get most of its media exposure through Dominick's circulars, Q-101 radio commercials and advertisements in Pet Times. The newspaper is circulated nationally, although the bulk of its 1,500 paid subscribers are in the Chicago area. Pet Times also is distributed to numerous pet shops in the area and will be available at Chicago-area Dominick's stores during the kickoff.
Simpson said the number of calls initially is not being recorded, though plans are under way to do that shortly.
Dominick's did not comment on whether competition from other pet care formats was a factor
in the chain's participation. However, Alan Simkowski, director of market development for participating radio station Q-101, said the program came about as part of a "growing need to put Dominick's first in the mind of pet owners, in light of all the new pet care centers in the area." He said early results look good. "I was in a number of the stores over the weekend. The displays are up and people are grabbing the pamphlet with the hot line number on it," Simkowski said.
Typically, the growing crop of pet care superstores set themselves apart from supermarkets by offering, among other things, in-house expertise on general pet care and nutritional guidance, coupling that with specialty "professional" pet food lines not available in supermarkets. Vets, breeders and other industry professionals also sell specialty foods, adding to the competitive mix in many major markets.
Heinz's pet snack operation, including products such as Meaty Bone Dog Biscuits, Puppizza and Hot Doggies, is the branch of the company most actively involved in the sponsorship of the hot line, said Deborah Bolding, communications manager at Heinz. "It's a great promotion because people are concerned about their pets. The hot line is extremely convenient for customers," she said.
Callers are welcomed to the hot line by the sponsors and are then asked to choose from information on general pet care, cats, dogs, fish, birds, or reptiles and small mammals.
The general information section includes advice on choosing a veterinarian, as well as information on the Veterinary Information Network and its Pet Care Forum, the Anti-Cruelty Society, and Pet Times. It tells callers what to do about lost or found pets.
The information on the different types of pets includes common illnesses, signs of illnesses, pet selection, care and grooming.
