Pets At Home Creates In Store Digital Experience

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Pets at Home creates in-store ‘digital experience’
11th July 2017

By Karen Pickwick



Pets at Home has today revealed the forthcoming launch of Sales Assist, an iPad app that will be used across 434 stores nationwide to make it easier and simpler for customers to buy the products they want.

Britain’s biggest pet retail chain says it offers a unique omni-channel experience for pet owners, including a large network of stores, brand websites, innovative and exclusive products, and pet services through vet practices and grooming salons. With the Pets at Home website capturing some of the highest levels of web traffic in the pet care retail market, IBM is working with the brand ‘to further evolve the digital experience and bring it to life in stores across the country’.

Previously, customers who were unable to secure the right products and services for their pets had to either go online or visit another store, however, the introduction of Sales Assist into Pets at Home stores means that store staff now have a fast way to access a wider range of products and convert these enquiries into sales on the spot.

“At Pets at Home, we’re investing in innovative new technology to reinvent the retail experience for our customers,” said ecommerce director Chris Holyland. “We want our consumers to be able to learn about and order the right products across every channel, and mobility is at the forefront of this transformation.

“By customising Sales Assist, in collaboration with IBM and Apple, we are providing our consumers with access to an even bigger range of goods regardless of location. The unique tool allows our colleagues to confidently show product information, ratings and reviews from the shop floor, opening up opportunities to foster higher brand engagement and ultimately provide our consumers with the experience they expect.”

Using iPad, more than 3,000 Pets at Home store staff will have quick access to the retailer’s product databases while helping customers to provide ‘a more compelling in-store experience’.

For example, if a customer is interested in a product for their pet that forms part of a wider range of goods and services, the Pets at Home assistant can use the app to showcase this extended range. Bringing this digital interface into the interaction provides consumers with the convenience of choosing one of 434 stores from which to pick up their chosen purchases the next day, or alternatively selecting delivery to their workplace or home address.

Gareth Mackown, Europe mobile and Apple leader, IB, said: “Mobile is leading the way for improving customer engagement. By empowering Pets at Home’s colleagues with insight, product information and transactional capabilities through their Apple devices, Pets at Home is creating a stronger brand affinity with its consumers, blurring the boundaries between digital and physical consumption and working to ensure that each customer leaves the store with all of their pet care needs satisfied.”