Loyalty programs are essential for enhancing customer relationships and driving growth in all industries. However, loyalty is particularly important for independent pet stores.
That’s why Jimmy Haverstick launched Astro Loyalty, a digital platform that provides independent pet retailers with tools to build customer loyalty, run promotions, and access brand-supported programs. Astro empowers small businesses to compete and thrive in today’s dynamic pet industry landscape.
Pet Age recently spoke with Haverstick to learn how the company helps independent pet retailers transform their customer engagement and loyalty strategies.
How did your experience in the veterinary market impact the launch of Astro Loyalty?
I cut my teeth right out of college as an Animal Health distributor rep, which gave me a ground-level view of how brands, distributors, and retailers actually work together. A few years later, I helped co-found Focus Technology Group, a marketing program fulfillment company that managed B2B incentive programs.
What stood out was how desperately manufacturers needed help managing programs not just for their B2B customers but also for the end consumer through their veterinary and retail customers.
“Astro” became our working name for a consumer-incentive platform. After FTG was acquired in 2015, Astro was spun out, and several key teammates—Brad Moseley and Mark Keeran—joined me to bring it to life.
The true spark came during a consulting engagement post-acquisition with a pet brand entering the veterinary diet space. I remember standing in the CMO’s office, looking at piles of boxes, paper, and envelopes. Chaos. When I asked what it all was, he sighed, “Frequent buyer cards—this is how we get them from retailers.”
Before he finished explaining, I saw the light —and the rest is history.
What’s been the biggest change in pet retail since the start of Astro Loyalty in 2017?
Two major shifts stand out since 2017. First is the rise and rapid expansion of franchise-driven independent pet retailers. Venture-backed investment has helped these stores scale professionally while still being owned and operated by locals—perfectly aligned with the “shop local” mission that defines Indie Pet.
Second is the evolution of ecommerce, delivery, and curbside pickup, which accelerated during COVID. Independent retailers embraced new technology almost overnight. Today, many of them offer a digital experience that rivals the big-box and online players. That capability has reshaped competition and kept customers loyal to their neighborhood store.
Despite headlines, the independent channel is far more resilient than people realize. Yes, some stores are closing, but we continue to see strong growth and a steady flow of new entrants opening their doors. Indie pet isn’t shrinking—it’s evolving, modernizing, and becoming more competitive than ever – with some help from Astro!
What is an important business strategy that retailers need to master for success in 2026?
“Customer experience” is defined by many factors — store layout, product mix, merchandising, technology, etc. — but from my vantage point at Astro, the single most crucial strategy retailers should master in 2026 is team training and engagement.
A retailer with a knowledgeable, attentive team can outperform competitors even if other components of the experience aren’t perfect. When an employee recognizes a returning customer, asks about their pets, and confidently recommends products — including reminding them of loyalty benefits that help them save — it transforms a routine transaction into a relationship.
As a consumer myself, I want to feel like a member of the store’s community, not just a shopper. I want to know that the advice I’m getting is trustworthy and that I’m receiving great value.
Why do you think it’s important for retailers to understand consumer buying trends?
Retailers already know that price and convenience matter — that’s not new. What is important is understanding how their customers navigate those choices inside the indie channel.
Consumers are busy and price-conscious. When a retailer offers delivery or curbside pickup, they’re responding directly to the convenience segment. And on the price side, brand-sponsored loyalty programs and promotions help retailers offer meaningful value.
How would you describe your current pet situation?
My wife and I have two rescue Pyrenees mixes — Andre Bender and Darla Jean — three cats (Tootsie, Hank, and Hazel), a guinea pig named Hummus, and, most recently, two horses who needed a home: Maverick and Shadow.
So yes, I’m fully invested. Being an Astro consumer myself gives me a real appreciation for the retailers and brands we work with. I’m genuinely grateful to have access to great products and great value for all these animals, and it reminds me every day why the work we do at Astro matters.
