Pet identification devices and pet safety products, namely, encoded pet tags, pet collars, lighting devices, stickers, signs and cards for storing identification information regarding a pet; pet visibility devices, namely, encoded pet tags and pet collars having wireless connectivity for tracking the location of and storing identification information regarding a pet; pet health goods, namely, grooming tools, chew toys, leashes, crates, collars, identification tags, food bowls, and pet clothing; provision of a website and online software providing lost pet alert, pet adoption and recovery services; provision of a website and online software providing found pet notification and reunification services; online pet tracking services, namely, tracking of digital pet tags, collars and online pet location tracking services; provision of an online database providing access to digital pet profiles, pet adoption records and identification records; pet-related social networking services, namely, provision of an online social network for publishing and sharing pet-related content and information and providing pet-related location-based information; provision of an online marketplace for the purchase of pet-related goods and services; provision of pet-related contest and rewards program incentive services; provision of insurance services, namely, provision of pet loss or injury expense recovery insurance