Petco Strides Towards Personalization Goals with New Customer Experience Platform
Pet-owning is about to get even more personal. In an effort to build meaningful connections with its customers, Petco has invested in a new system aimed at customizing key marketing touchpoints across the shopping journey.
Petco selected the Adobe Experience Platform to help the retailer reach these goals, leveraging the solution to organize data internally and activating more personalized customer experiences online and offline.
Adobe’s Journey Optimizer works by unifying data across multiple channels, consolidating moves across email, website, mobile and physical point-of-sale, and showing customers their one-of-a-kind best offers based on relevance. Petco hopes these efforts will enable marketing teams to more accurately target push notifications for products and services such as annual check-ups and important milestones during the first year of pet ownership.
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Recently, the pet care retailer has amped up personalization and loyalty efforts. In February, it streamlined its loyalty services, bringing over 24 million subscribers under a single, two-tier Vital Care offering. Under the terms, members within the two tiers — Vital Care Core (free) and Vital Care Premier (paid) — are granted access to resources and benefits across Petco’s 1,500 pet care centers, petco.com, and the Petco app.
These initiatives form part of a larger, long-term strategy for Petco, who have expressed aims to become a “one-stop shop for everything from pet nutrition and supplies to on-site veterinary, grooming, and training services.” Differentiating in-store experience is a key component of this plan, and the retailer also recently expanded its retail partnership with Canadian Tire, rolling out shop-in-shops in 90% of the company’s total locations.
Last summer, Petco opened a series of Neighborhood Farm & Pet Supply pet care centers, providing health and wellness services for farm animals like horses, cows, pigs, sheep, goats, as well as household pets. In addition, the retailer opened a concept store in San Marcos, California featuring a nutrition center and check-in for veterinary services and grooming.
