Visions for Vacancy: Unleashed by PetCo Coming to Town?
New finding suggests the company may have been readying a guerilla marketing campaign for Charlestown.
PetCo may be headed to Charlestown—albeit in a smaller, more compact form than its banner stores.
Rumors about an Unleashed by PetCo store potentially moving into the Bunker Hill Mall—and just a short walk away from local pet store Durty Harry’s—started swirling shortly after we published our Visions for Vacancy about the empty former Friendly’s there in early March.
At that time, we tried to contact the pet store chain to get confirmation or denial of the rumors, but our efforts failed to earn so much as a return call.
We called PetCo again after a twitter account called @petscharlestown appeared and posted a single tweet: “Hey Charlestown, MA pet lovers - Breaking News - Unleashed by Petco is coming to your neighborhood – see http://unleashedby.petco.com/”
From previous experience, we know that corporations sometimes hire marketers to create online guerilla marketing campaigns meant to drum up interest in the company’s brand.
We asked the account owner if that was an official announcement, and received no response. We again called the company’s communications department several times, left messages and never got a response.
This week, a reader asked what we knew about the issue, which prompted us to take another look at @petscharlestown. The account now featured a few more tweets, including a few links.
One link pointed to a page with a pet photo—the same as the one attached to the twitter account—posted by Laurent LaFotaine. A second pointed to a photo contest which contained a photo that also appeared as the Faecbook profile picture for Laurent LaFontaine, a marketer living in Milton.
When we searched Laurent LaFontaine with PetCo, Google returned a handful of results.
Again, we called PetCo and left a message. That message went unreturned—as did an email asking for the same information and saying that we planned to publish this article whether or not they responded.
brian harrington
8:29 am on Friday, June 8, 2012
I asked the builder yesterday what was going in - Petco!
Plenty O'Toole
8:37 am on Friday, June 8, 2012
I can see it now, a can of Wellness will be $3. Meow!
cheryl waxman
9:07 am on Friday, June 8, 2012
This will really hurt Durty Harry's. I hope this doesn't happen. We need to support our small business in town.
Michelle
9:49 am on Friday, June 8, 2012
I appreciate that Cheryl, and would be lying if I said I wasn't worried at all. But, the truth is, there is enough business for everyone and what people may not know, is that we price against PetCo, we special order, we do it all. We also offer a much more personalized service, including FREE delivery of the competitively priced products. We are highly active in the community, are full service with walking, boarding, grooming, etc. We know your name when you walk in the door, we know what your dog likes to eat. That type of service is not what PetCo is about. It's what Durty Harry's is about. Frankly, I believe that this will in fact make us stronger. We have to step up our game, do what we've already done consistently well, even better. We now have to work harder, but I'm certainly not afraid of that! And in the end, PetCo will have their supporters and we'll have ours.
Joseph
11:18 am on Friday, June 8, 2012
Your attitude about competition proves how smart of a business woman you are. Too bad your competition is a chain with unlimited resources...then again, how long will they be willing to pay such inflated rent without the customer base to support it? You'll do just fine.
Keola
11:13 pm on Friday, June 8, 2012
Positive attitude, I dig that. The fear is that, Charlestown is still very much a transient town. People move out to the burbs when they start having families, and new blood moves in. The once loyal client base may soon thin out because of this. I, for one am for free enterprise, but for a tight knit community like C-town, I believe we need more local stores like Durty Harry's to build a community not another corporate chain...
Jay K.
6:37 am on Saturday, June 9, 2012
That is a very inspiring comment and attitude Michelle. I don't own any pets but I'll be sure to recommend Durty Harry's to anyone in need of a pet shop. You are exactly the kind of small business owner we need more of here in Charlestown. Best of luck to you!
Sarah Newlin
11:35 am on Friday, June 8, 2012
I too was disappointed to learn of Petco's arrival in the former Friendly's space. Since I'm not a pet owner, it serves no purpose for me. Very glad to see Durty Harry's positive attitude and wish them all the best. I'm sure their regulars will stay committed customers since nothing beats personal relationships between store owners and customers. I only wish the business owners behind the Bunker Hill Mall properties could try to find tenants who have more chance of long-term success in the neighborhood by listening to our needs and engaging with the Neighborhood Council. It would serve everyone better in the long run. I would have loved to have seen another food option (especially since the space was already set up as a restaurant) offering quick, healthier meal options for those who live and work in the neighborhood. Perhaps next time...
mplo
11:39 pm on Friday, June 8, 2012
Ouch!
As the owner of a 2-year-old domestically-born and raised Congo African Grey Parrot, there's no way that I'd buy any bird supplies, let along any pets at Petco.
Charlestown joe
5:53 am on Saturday, June 9, 2012
I was actually hoping for a dry cleaner!
mplo
8:54 am on Saturday, June 9, 2012
I admit to not being a Charlestown resident, but if I did reside there, I'd go right along with the opposition to a Petco store coming to town, not only because, as a chain with unlimited resources, it would cut into Durty Harry's business, but Petco's practices, both their labor policies, as well as their merchandise, are horrific. As an exotic bird owner who's done her own research on the matter, I've read, and also heard, through word of mouth, some rather horrific stories about people buying merchandise, such as toys., etc., that've resulted in serious injury to their pets, especially exotic birds.
Mary Kay Donovan
12:55 pm on Saturday, June 9, 2012
Hi - I asked one of the people working at the site what was going in and he said Pet Smart. Is that connected to Petco? I don't know who does the marketing for that Mall.
It seems that they continually put businesses in there that cannot succeed because the same or similar store is at Galeria or within a 3 mile radius of the BH Mall. Since the BH Mall opened, it has never made sense to me. I know a tremendous amount about marketing having been a very successful business woman in this town since 1981. Do they encourage stores to come in and offer some deal on the front end of the rental, to get them in and then when they cannot make it, the business leaves but the rent is still owed by the corporate office of the
failed business. Am I the only one that feels there is something inherently wrong with the way the mall has become a "revolving door" for "chain stores". The reason we cannot get some family owned businesses is probably because the rent is so high. Who are the people making these decisions? Why are these chain stores coming? What are they being enticed with? The only family owned store that has ever been at the mall was a cafe about 15-20 years ago called "The Artisan Cafe". That person tried so hard to make a go of it. They had a Sunday
Brunch, they displayed artwork, sold the finest tea, etc. There's a PetCo across from the Galeria. What part of the puzzle am I having trouble with? Happy Bunker Hill Day to everyone!! Best weekend in our town!
mplo
2:03 pm on Saturday, June 9, 2012
Hi, Mary Kay.
Rents are too high for independent, family-owned businesses to operate in many areas, the Boston area in particular. Big chain stores have killed off most independent, family-owned businesses. Sad, indeed.
I admit to not being a businesswoman or knowing much about marketing. Pet-Smart's another place where I wouldn't purchase pet supplies, or any pet, due to a bad reputation for poorly-made products that've caused serious injury or death to pets. I heard that many of their pets (particularly kittens and puppies) are from pet mills.
I know the PetCo near the Galleria Mall. I live not far from there. That store used to be a great pet store where they sold all kinds of pets, including exotic birds (which they no longer sell), and various supplies, including great toys, food, etc. The staff was friendly and helpful. I never had qualms about going there for pet supplies for my Noble Macaw (who died at the age of 20, from unknown causes 2 years ago this past February). When PetCo took over that store, it worsened. I went to PetCo once or twice but never went back.
Sorry to hear about the Artisan Cafe. It sounds like it was a neat place!
Chain stores are the order of the day, and few independent, family-owned businesses still exist. It's too bad. Back Bay Aquarium & Pet Shop, on Newbury Street, where I purchased my now-deceased Noble Macaw, went out of business 3 years later, after losing their lease.
Mary Kay Donovan
2:56 pm on Saturday, June 9, 2012
Hi mplo - I realize chain stores have killed off family owned businesses. I can't figure out why chain stores continue to rent in the BH Mall and then leave. There has to be something going on to entice them there in the first place. Are these chain stores lacking the personnel that does the initial study to see if a place can make it? I have been a real estate broker in this town for 30 years! I'm not new to the scene of marketing and though retail businesses are different than finding someone a home, business is business. I have worked for 3 companies and have had my own company. Currently I am back to having my own again, MK Real Estate Asso, Inc. There is ALWAYS a bottom line.
mplo
3:33 pm on Saturday, June 9, 2012
Hi again, Mary Kay. Thanks for your response to my post.
It's agreed....there's something more than just a little bit weird going on when chain stores rent in various malls and then leave. I have never been to the BH mall, so I don't know it, but, without knowing all the facts, maybe the lack of personnel on the part of chain stores that do these initial studies to see how things'll work out when they move into malls in the first place has something to do with it. Who knows? Having your own company seems to be what you're happiest with, and I wish you all the best.
John Moore
7:32 pm on Monday, June 11, 2012
The corporation who owns the mall will only lease to national chains. Their rent will still be paid even if the business is no longer. It's sad but a reality.
mplo
7:44 pm on Monday, June 11, 2012
It is quite sad. What's equally unfortunate is that this is the kind of thing that's been going on in malls all over the place, for quite some time.
Sarah Newlin
9:13 am on Tuesday, June 12, 2012
Yes, it is sad. Especially when the malls have revolving doors of tenants and regular empty storefronts.
mplo
10:11 am on Tuesday, June 12, 2012
Hi, Sara.
Malls always have had revolving doors of tenants and storefronts that're regularly empty, but this seems to have been occurring with greater and greater frequency during the past 20 years. I'm beginning to wonder if malls may be going the way of regular department stores at this point...out of vogue.