Cognizant has announced that it has been selected by PetSmart, Inc., the largest specialty pet retailer in North America, to help it gain deeper customer insight and provide an improved omni-channel brand and shopping experience across its bricks and mortar, online and mobile sales channels.
PetSmart’s Customer Data Foundation (CDF) initiative will utilize master and analytics-driven demographic, behavioural, interactional and transactional data to create custom profiles of pets and “pet parents” who visit PetSmart at its stores, online and through its mobile app. This digital initiative centres on building an integrated, single view of customers and their pets to enhance PetSmart’s ability to provide its customers more consistent and relevant products and services, an improved brand experience and more personalized communications and engagement.
Using Cognizant’s MDM-in-a-box solution with pre-built, industry-specific data models and other features, Cognizant will empower PetSmart with better decision making by integrating operational store, campaign and other data to provide a single view of the entire data landscape. These insights will help PetSmart enhance customer experience across a range of areas, including product and service innovation, store design, as well as customer communications, engagement and loyalty. Over the longer term, PetSmart expects to provide more of this information directly to in-store associates to enhance customer interactions, while also enabling a digital ecosystem focused on pets and their well-being.
“Our work with Cognizant is key to PetSmart’s strategy to become a more customer-focused and data-driven enterprise. We want to improve our pet parents’ brand and shopping experience with us across any channel they choose, including newer digital channels that are becoming the first choice for customers today,” said Brent Cooke, vice president, CRM, consumer insights and loyalty at PetSmart. “By investing in innovative core technology, we are able to better listen to, and gain a more comprehensive understanding of our pet parents and their pets to expertly serve their needs and provide the convenience they seek.”
“PetSmart’s customers are drawn from a variety of sources, and with varying buying patterns, making it challenging to have a complete view of the diverse needs and desires of its customers,” said Karthik Krishnamurthy, global head of Cognizant’s analytics and information management practice. “PetSmart is transforming its business by building out digital and analytics capabilities that enable customers to enjoy a superior omni-channel experience. Our MDM-in-a-box solution will allow PetSmart to rapidly and easily connect the data points within the network of products and services and buying channels. It is also their objective to create the first CDF program in the retail industry that provides a comprehensive view of pets to offer another level of depth to PetSmart’s understanding of its target consumers.”