IT outsourcing company Cognizant announced its deal with PetSmart Inc., a pet retailer in North America, to gain customer insight and provide better shopping experience across its retail shops, online and mobile sales channels.
PetSmart’s Customer Data Foundation (CDF) initiative will utilize analytics-driven demographic, behavioral, interactional and transactional data to create custom profiles of pets and their owners who visit PetSmart at its stores, online and through its mobile app.
Using Cognizant’s MDM-in-a-box solution, PetSmart can take better decision making by integrating operational store, campaign and other data to provide a single view of the 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.
“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.
Karthik Krishnamurthy, global head of Cognizant’s Analytics and Information Management practice, said PetSmart is transforming its business by building out digital and analytics capabilities that enable customers to enjoy a superior omni-channel experience.
