Some customers get more than what they ordered when shopping with pet supply e-retailer Chewy Inc. The rapidly growing e-retailer—sales doubled to more than $850 million in 2016—commissions artists from across the country to paint 6-by-6-inch portraits of customers’ furry friends, and sends them to customers.

Chewy trains customer service reps to ask questions about the customer’s pet, which often leads the customer to send in pictures of their pet, either as part of a friendly conversation or so the representative can see the size or breed of the animal to help them advise the customer on what the best food or product might be. Chewy’s artists transform some of those photos into portraits.

The pet portrait program is just one of several tactics Chewy uses to ensure consumers will choose Chewy when it comes to future purchases.

The goal is to make any interaction a customer has with Chewy better than any experience they could have in a competitor’s physical store, says Kelli Durkin, vice president of customer service. “We try for each customer experience to be unique. There are no automated systems, and each of our 450 customer service team members has autonomy to respond to almost every situation,” she says. “They often feel like they really get to know a customer over the course of a transaction with them.”