PetSmart Invests In New Omni-Channel Initiatives

By Anna Rose Welch, Editorial & Community Director, Advancing RNA

Retailer enhances mobile site, equips associates with iPad Minis, and offers “Buy Online, Pick Up In Store” option to improve customer service

PetSmart continues to implement new initiatives to improve data collection and customer service. For instance, the company recently announced that it plans to pilot the iPad mini in 19 stores which will allow associates to access the company website in real time. By providing store associates with iPad minis, the company will be able to order out-of- stock items for customers and have them shipped directly to the customer’s home.

Similarly, in an attempt to gain more loyal customers and to make personalization an important part of the company’s offerings, PetSmart is testing an enhanced promotional system in 100 locations. This promotion allows customers to register for the PetPerks loyalty program at the register. According to CMO, John Alpaugh, this will enable the company to provide personalized email offers to customers that include deal alerts for products of interest. The company expects to offer this service in all stores for the holiday season.

Over the past year, the company has also made several important revisions to its website and its m-commerce site to strengthen customer service in the online channel. These enhancements include the addition of a buy online, pick-up in store option — a popular request among customers — and a web feature that helps customers determine if a product is available in-store. In addition, the company also eliminated several large images on the m-commerce site homepage, which reduced loading time from roughly 8 seconds to 5 seconds and boosted the site’s success rate. Enhancements like these keep the retailer competitive in the rapidly accelerating e-commerce market.

PetSmart has already proved itself as a strong digital retailer, considering the fact that 6 million of its 35 million customers are signed up for email communications. Similarly, 80 percent of transactions and 90 percent of sales are traceable back to individual shoppers. The company uses three primary touch points: stores, web, and its PetPerks CRM program. By continuing to make omni-channel investments, the company hopes to improve business in both online and brick-and-mortar channels and to simplify each consumer’s purchase process. Alpaugh says that these new initiatives are all “working together so that customers can connect with our brand on their own terms.”