Quidsi gets assist from LaunchSquad in Wag.com launch

JERSEY CITY, NJ: As Quidsi launched Wag.com today, its third e-commerce site in a year, it once again turned to its AOR LaunchSquad to handle PR.

JERSEY CITY, NJ: As Quidsi launched Wag.com today, its third e-commerce site in a year, it once again turned to its AOR LaunchSquad to handle PR.

Quidsi, which Amazon.com agreed to acquire last year, has made its mark in retail by offering quick two-day delivery for an assortment of household products, from diapers to face lotion, through its e-commerce sites.

Wag.com will offer 10,000 pet products for dogs, cats, birds, and other animals. It shares a shopping cart and other back-end systems with sister sites Soap.com, Diapers.com, and BeautyBar.com, which allows the company to deliver on its promise of a speedy delivery.

US pet industry sales are expected to reach $58 billion in 2011 and $74 billion by 2015, according to market research firm Packaged Facts.

“Wag.com builds on what we've already done with our existing sites, where we offer essentials with great service and speed of delivery,” said Christina Carbonell, VP of marketing for Quidsi. She described the communications strategy as two-fold: building awareness among existing Quidsi customers and general national awareness for the site through media outreach.

Jesse Odell, partner and cofounder of LaunchSquad, said the agency has worked with Quidsi since it was hired in January 2010 to prepare for the launch of Soap.com later that year. It also helped to launch BeautyBar.com last fall. For Wag.com, it is pitching consumer-oriented media, pet-focused blogs and magazines, and the business and technology press, which is interested in the company's rapid growth.

“I think the overall story of Quidsi and what they've done is unique,” Odell said. “That's why we've been steadfast on the story that there's no company doing what they're doing.”

Carbonell noted it is a national launch, but that its customer base more often resides along the coasts of the country and skews toward an annual income bracket above $75,000.

Quidsi does not have an internal PR lead, so it will rely on six LaunchSquad staffers, along with its marketing team, to roll out the launch. Company executives will serve as spokesmen.

Carbonell said there were no immediate plans to hire a head of communications but that given the growth, “We'd probably consider it.”

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