Petco supports personalization with shift to cloud

Petco is providing shoppers with a more customized experience, aided by its new enterprise platform.

The pet supplies, services and wellness retailer is leveraging Adobe Experience Cloud technology to personalize experiences for customers. Petco is running enterprise applications on Adobe Experience Platform (AEP) including Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer.

As a result, Petco intends to activate data internally and orchestrate personalized experiences across its online and offline channels. Adobe Experience Cloud also complements Petco’s existing investment in Adobe Creative Cloud for enterprise, with the goal of ensuring that omnichannel content is delivered to the most relevant audiences.

Utilizing Adobe Real-Time Customer Data Platform, Petco enables customized, one-to-one interactions, and builds real-time profiles it can activate across any online or offline channel. Petco seeks to engage customers with the most relevant and useful offerings for specific needs and life stages, such as becoming a new pet owner and preparing for an annual veterinarian checkup.

In addition, Petco will leverage Adobe Journey Optimizer (AJO) as an orchestration layer to deliver relevant, timely content. Utilizing AJO, Petco can build one-to-one individual journeys across multiple customer touchpoints, such as its e-commerce website and mobile app, as well as email and physical POS.

And with the offer decisioning functionality included in AJO, Petco can leverage artificial intelligence (AI) and machine learning (ML) capabilities to present next-best-offers at different points in the customer journey. The retailer hopes to use this advanced omnichannnel personalization to help drive interest in its complete omnichannel pet care offering, including products as well as health and wellness services like veterinary care, grooming, training and insurance.

“Petco has made great progress with their customer experience strategy, delivering a comprehensive set of products and services that customers can access on their own terms,” said Stephen Frieder, chief revenue officer, enterprise, at Adobe. “As the company works to accelerate growth and deepen customer relationships, only Adobe can provide an integrated set of Adobe Experience Cloud applications that personalizes experiences at scale and in real time.”

[Read more: Petco turns POS into omnichannel commerce hub]

Petco operates more than 1,500 locations across the U.S., Mexico and Puerto Rico, including a network of more than 100 in-store veterinary hospitals.