It offers 'complete care experiences.'

SAN DIEGO — Petco announced the launch of PetCoach, a concept that it says reinvents the concept of a pet store.

The store in San Marcos, CA, offers "complete care experiences – from grooming, training and day care to full-service veterinary care – that simply can't be delivered by mail or by a mass retailer," Ron Coughlin, who started as CEO of Petco on June 18.

"Pet parents tell us they want expert advice they can trust and easy, seamless access to everything they need to take the best possible care of the pets they love," he said.

The model brings Petco's previously online-only, veterinary-led PetCoach platform to life in a retail setting, enhanced by digital and mobile tools, according to a press release. On-site services include grooming, training, veterinary care, nutrition consultations, day care, self-wash, mobile vet house calls and dog walking.

"The store design highlights the experiences offered, with clear visibility into each service area and casual gathering spaces for personal interactions and educational events," according to the release. PetCoach also offers a membership option that includes perks such as free vet visits and discounted products and services.

The location "serves as an innovation lab where we can test and learn more about what pet parents want and need to live their best lives with their pets," said Brock Weatherup, Petco executive vice president for strategic innovation and digital experience.

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