In a retail world increasingly dominated by customer experience as opposed to products alone, it is not surprising that a firm that caters to pet owners would try to build a better experience for their real customer.
The pets.
Sure, humans do the actual paying, but the customer is really the beloved furry (or feathered, or scaled) family member being shopped for. Extravagantly shopped for in some cases, as Americans spent more than $60 billion on their animal companions last year.