Updates will take effect in January 2026.

A Guide for Retailers

The ‘Sharing the Love’ (STL) Adoption Rewards program was created to strengthen the bond between independent pet retailers, brand partners, and new pet families. Every change we make is meant to protect the program you rely on, ensure fair access for adopters, and preserve the long-term viability of brand-sponsored rewards.

This article walks you through the updated STL rules, explains why each one exists, and shows how these updates work together to keep the program sustainable, fair, and fraud-resistant.

Why We Updated the Rules

Over the last several years, STL has grown rapidly. With that growth, we heard repeated feedback from retailers, brands, and even adopting families about two core challenges:

1. Some categories were being over-redeemed, leading to inventory strain and reduced brand participation.
   
2. Duplicate and fraudulent redemptions were increasing, often due to innocent misunderstandings of the rules, invalid contact information, or pet owners “store-hopping” for extra bundles.
   

Our team — made up largely of former independent pet retail employees — has been intentional about creating rules that protect your store, protect the brands funding the program, and keep STL available for the adopters who need it most.

These updates are the direct result of your survey feedback, your webinar commentary, and retailer case studies shared with our team.

The Updated STL Rules

Below is a clear breakdown of each change, followed by an explanation of the purpose behind it.

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#1. 3-Item Bundles From Separate Categories

Rule:

Each Adoption Bundle now includes a maximum of 3 items, and each item must come from a different STL product category: Kibble, Wet/Can, Raw, Treat, Supplement, Supply.

Why This Change Helps Everyone

Under the old rules, adopters could choose one item from every category, giving them bundles of up to 6 items.

While generous, this often created problems:

1. Adopters picked items from categories they were not interested in and would never buy again.
   
2. Some adopters grabbed items just because they were free, not because they fit their pet’s needs.
   
3. Brands in certain categories were redeemed far more than others, causing serious imbalance.
   
4. Retailers had to keep all six categories stocked to feel competitive.
   

The new 3-item structure fixes these problems while staying adopter-friendly.

How This Helps Retailers

Helps customers choose products they actually want to buy again

When adopters select only three items, they focus on what truly matters to them.

This means they are more likely to return for refills, upgrades, or additional products — which leads to repeat business for your store.

Reduces “unnecessary freebies” that don’t lead to sales

Retailers told us that many adopters took items only because they were included, not because they needed them.

This update removes that confusion and focuses the bundle on items with real future sales potential.

Keeps STL strong so YOU can keep offering it

Brands had been over-redeemed in certain categories, especially raw, supplements, and supplies. Some even left STL because the imbalance wasn’t sustainable.

This change spreads redemptions more evenly, which keeps brand support alive and expanding.

Levels the playing field between retailers

Most stores can offer at least three categories — this prevents adopters from picking a store based on “who gives the biggest bundle,” instead of who they want to shop with long-term. Reducing the total number of items doesn’t disadvantage small retailers or force them to stock every category just to “keep up.”

Makes your job easier

When customers can only choose 3 items, it is easier to guide them, easier to build the bundle, and easier to avoid mistakes.

Encourages higher-quality conversations

Retailers can now talk to adopters about:

1. Nutrition choices
   
2. Transition tips
   
3. Training treats
   
4. Supplements
   
5. Supplies
   

Instead of racing to assemble a large pile of free items.

How This Helps Adopters

Gives adopters a well-rounded but focused start

They still walk away with a healthy mix of items — but now that mix is intentional, not accidental.

Instead of grabbing something from a category they don’t care about, adopters choose items that match:

1. their lifestyle
   
2. their comfort level
   
3. their feeding preferences
   
4. their pet’s needs
   

This creates a better first experience for new pet parents.

Helping a new adopter pick 6 different types of products can feel like a lot.

Three thoughtful choices keep the process simple and enjoyable.

Under the old system, some adopters picked a raw item just because it was included — even if they weren’t ready for that journey.

Now, those who pick raw do so intentionally, which leads to better transitions and better outcomes.

Some categories had little competition. As a result, the brands in those categories were redeemed far more often than others. This forced those brands to absorb unsustainable costs, and many did not see the follow-up sales needed to justify staying in the program.

This new rule creates balance and fairness.

Several brands told us plainly:

1. They couldn’t afford the imbalance.
   
2. They would return to STL if bundles allowed for healthy competition, so they could connect with adopters who were legitimately interested in their products.
   

This rule is opening the door for more offers, more categories, and more choices for adopters.

With predictable, manageable redemption numbers, STL becomes a program brands want to invest in — which means more variety for your store.

When redemptions are balanced and stable, we can safely introduce:

1. specialty treat brands
2. functional supplements
3. specialty supplies
4. enrichment items and toys
5. emerging nutrition formats

This gives adopters more exciting options and gives retailers more traffic-driving tools.

If brands cannot afford to participate, the program shrinks.

This update ensures STL continues growing, not shrinking.

The Heart of the Change

This update is not about offering less —

it’s about offering better.

A smaller, more purposeful bundle:

1. drives real repeat sales
   
2. reduces waste
   
3. protects participating brands
   
4. keeps bundles fair across stores
   
5. helps adopters choose wisely
6. encourages brand growth
7. protects the program from overuse and abuse

Most importantly, it ensures that ‘Sharing the Love’ stays strong so your store can continue welcoming new families with generous, brand-funded rewards for years to come.

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#2. Adoption Eligibility: Rescues, Shelters, Found/Stray, and Rehomed Pets

Rule:

STL rewards are available for pets adopted through:

1. 501(c)(3) rescues
2. Animal shelters
3. Found/stray animals
4. Rehomed pets (non-breeder)
   

Breeder purchases remain ineligible.

Why This Matters:

We originally explored limiting STL to only 501(c)(3) adoptions for verification purposes.

Retailers strongly urged us not to — pointing out that many legitimate adoptions (found pets, rehomed pets, foster fails) would be unfairly excluded.

Your feedback changed our direction.

This rule ensures:

1. Legitimate adoptive families aren’t excluded.
2. The program continues to support your community-driven mission.
3. Abuse is minimized by requiring an adoption type + explanation to assist us in auditing.

Retailers helped us find the balance between inclusivity and program integrity.

Note: You do have the option to limit bundle redemptions at your store to only those with verifiable adoption paperwork. 

#3. Bundles Must Be Redeemed Within 90 Days of Adoption

Rule:

All 'Sharing the Love' (STL) Adoption Bundles must be redeemed within 90 days of the pet’s adoption date.

Retailers may choose to enforce a shorter window if it fits their store policies, but no bundles may be issued to pets adopted more than 90 days ago.

Why This Matters

Helps adopters when they need support the most

The first few weeks with a new pet can be overwhelming. Families are learning routines, choosing nutrition options, and stocking up on supplies.

By keeping redemptions within the first 90 days, STL rewards are delivered right when adopters are most likely to need guidance and return for follow-up purchases.

A timely first visit helps adopters:

1. Build trust with your team
   
2. Get expert advice
3. Choose the right products from the start

This increases the chances that they’ll return again and again.

Allowing very old adoptions to redeem bundles created confusion and uneven usage of the program.

The 90-day limit ensures that bundles are for newly adopted pets only — the audience STL was built to support.

Without a time boundary, some pet owners would come in long after adoption, often when their needs had nothing to do with bringing home a new pet.

The 90-day limit keeps the program aligned with its purpose and prevents misuse.

You can create your own in-store policy — 30 days, 60 days, or the full 90 days — depending on what works best for your workflow.

The only hard rule is that no bundles may be issued after 90 days.

#4. Enhanced Duplicate Prevention (Phone + Email Cross-Check)

Rule:

Phone number and email address must be entered for every adopter.

Astro now cross-checks these identifiers across all of ASTRO, not just your store.

Important: If either identifier matches a pet owner who has already reached their limit, your cashier will be alerted and prevented from redeeming another bundle.

Why This Matters:

1. Blocks store-hopping and duplicate redemptions.
2. Prevents families from creating multiple accounts to bypass rules.
3. Protects your store from accidentally issuing disallowed bundles.
4. Protects brand-funded rewards from misuse.

This has been one of the most widely requested retailer and brand safeguards.

TIP: You can use Astro’s verification tools to confirm the authenticity of the email address and phone number being given to you by a new customer by sending the “Welcome Email” and “Welcome Text” when adding a new Pet Owner Account to your Astro portal.  

1. All retailers, regardless of whether they are subscribed to the Astro Marketing Suite, can send the “Welcome Email.”
2. Currently, only retailers who have SMS Text enabled on their Astro Marketing Suite can send a “Welcome Text.” Astro is working on adding this verification feature to all Astro accounts, regardless of their subscription to the Astro Marketing Suite. We anticipate launching this feature later in 2026.
   

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#5. One Bundle per Species Every 365 Days

Rule:

A pet owner can redeem a maximum of one STL bundle per species (dog/cat/rabbit/etc) every 365 days, as long as the bundle is for a newly adopted pet who has never redeemed an adoption bundle before.

Why This Matters:

This long-standing rule ensures:

1. Fair access for new adopters.
2. Prevents the same household from collecting repeated free rewards before a customer-retailer relationship can be established.
3. Adopters who bring home another pet a year or more in the future can still redeem a new bundle for that pet. The 365-day rule resets, ensuring that every newly adopted animal gets their own start-up support.
4. Helps maintain realistic program usage for brands.

The 365-day rule stays exactly as it has always been — we’ve simply added clearer enforcement through improved ID and contact info matching.

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#6. Required Details & Increased Auditing

Rule:

Cashiers must enter:

1. Adoption type (via dropdown) — Rescue, Shelter, Found/Stray, Rehomed
2. Adoption date — Must be within 90-days of the Bundle redemption date
3. Adoption details — Rescue/shelter name -or- explanation of Found/Stray/Rehomed adoption
4. Standard pet and owner details — pet name, cell number, email address
   

Why This Matters:

1. Helps verify that adoptions are legitimate.
   
2. Provides brands with insight into where their support is going.
3. Flags potential misuse that can be addressed with education.
4. Protects all participating retailers by removing bad actors.

With greater transparency comes greater program longevity for everyone.

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Why These Rules Ultimately Benefit You

These updates aren’t just policy changes—they strengthen STL so your store can:

✔ Attract new customers with high-value, brand-funded rewards

✔ Ensure honest usage and prevent accidental misuse

✔ Build long-term loyalty through successful brand/product introductions

✔ Reduce the risk of audits, denials, and manual cleanup

✔ Maintain strong brand relationships, so Bundles stay plentiful

Additional Resources

1. How to Use the New Adoption Bundle Redemption Form (Step-by-Step)