On the face of it Paws & Purrs appears to be an independent pet store selling pet food and accessories as well as providing dog-grooming services. But, according to Ocado, the shop provides a valuable insight into what pet owners want.

Ocado apparently bought the shop a year ago and its owner now works as a buyer for the company.

The deal included a website, which Ocado has absorbed into Fetch.

An Ocado spokesperson said the shop “provides additional avenues for us to interact with pet lovers and pets, and allows us to develop an even deeper understanding of what’s still a new market for us.”