Omnichannel
Dog grooming service Woof Gang chief talks digital roadmap strategy
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.
November 21, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
It's not easy to be an omnichannel retailer or service provider if the product or service isn't one available via an e-commerce transaction. Pet grooming services is one example — there's no feasible way to inoculate, trim nails or take a blood sample via any sort of real-time online application.
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 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. It has plans to open more than 70 stores this year. The quest is to tap digital opportunities to drive growth of what's a traditionally offline service offering.
And 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%.
Woof Gang has been recognized as a Top 10 Retailer by Pet Business Media and one of the nation's fastest-growing pet chains by Pet Insight Magazine. The franchise has received the Retailer of the Year Franchise Award from Pet Product News, the Best Overall Multi-Unit Retailer and Multiservice Excellence Award from Pet Business Media and was ranked on Entrepreneur's 45th Annual Franchise 500 for the second consecutive year. In 2025, Woof Gang was also named to Entrepreneur's Fastest-Growing Franchises list and secured a spot in the Franchise Times Top 400 for the fourth consecutive year.
RetailCustomerExperience reached out to CEO Ricardo Azevedo, via an email interview, to gain deeper insight ton 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. To execute a successful launch, we took the time to understand exactly what our customers and franchise partners needed, and to ensure the app would integrate seamlessly with our existing loyalty and CRM systems, while meeting the customer where they are and providing a platform to make their experience easier. The timing aligns perfectly with our expansion across North America and our commitment to enhancing the customer experience.
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 and part of our long-term roadmap.
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 — our app connects directly to our loyalty program and CRM, as we continue to build a fully integrated technology stack. One of my biggest takeaways: don't build in isolation, test extensively with real users and ensure your technology enhances rather than complicates the human connection that's central to our brand.
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. We're also utilizing our email database, social media channels including Instagram and Facebook, and in-store signage. The personal recommendation from trusted store staff has been incredibly effective — it reinforces that this technology enhances, rather than replaces, the personal service our customers value.
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. When we can remember a dog's preferences, track their grooming history, and make scheduling effortless, we're delivering on our promise of personalized care. For our franchise partners, it drives customer retention, improves operational efficiency, and provides valuable insights to better serve their local communities.
Q: Is the app the first effort of the broader digital strategy? Have there been previous digital innovations and if so can you describe?
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. We've also invested in franchise management technology and data analytics to support our store owners. The app brings all these elements together in one customer-facing platform. It's part of a broader strategy to use technology to enhance human connections that support the Woof Gang Way.
Q: What's to come with the future AI-powered features — any timeline and why are they important?
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. The AI will learn each dog's needs and preferences to suggest appropriate services, while the chatbot will provide 24/7 support for basic scheduling questions. It's about using technology to deliver more thoughtful, customized care while freeing up our team members to focus on what they do best — loving on pets.
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 the specific neighborhoods. Because each community is unique, our franchise partners select the loyalty options that best resonate with their customers, whether that's grooming-focused rewards, frequent-buyer offers or other locally relevant incentives. The app is designed to support this flexible approach. It gives customers visibility into the rewards and benefits available at their specific store while making it easier to track their purchases, view their grooming history and stay engaged with the services they use most. This localized model allows each story to foster strong, personal customer relationships, while the app provides a convenient platform for bringing those touch points together.
About Judy Mottl
