How Petbarn is gearing up for content and cross-channel personalisation at scale

Personalising content more effectively and at scale, refining digital capability using AI and unifying channel experiences are in the sights of Petbarn’s digital chief as the business looks to take the next leap up with its martech stack.

Speaking to CMO during the recent Adobe Summit, Greencross the Wellness Company GM digital products and ecommerce, Sandra Sinclair, explained how the company has executed a rapid extension of its martech capabilities over the past 18 months to meet changing customer experience expectations. Greencross owns both the Petbarn and City Farmers retail brands as well as Greencross Vet Clinics.

Having initially been a Magento ecommerce client, Greencross first adopted Adobe Target in order to personalise content based on a customer’s session behaviour, conduct better A/B content testing and leverage product personalisation that could take advantage of its proprietary pet profile database.

“We have classified all products to align with our pet profile questionnaire. For example, if you say in your profile that your pet has a health concern, we will then personalise by serving you products that align with that concern across the journey of a sale,” Sinclair said. “That was our initial play.

“About 18 months ago, we embarked on a tender process to decide where we would take our martech stack going forward. Adobe was chosen and that started our journey towards expanding our use of that portfolio.”

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