How Petbarn is gearing up for content and cross-channel personalisation at scale | AEM Community Blog Seeding

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

Abstract

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.”

In quick succession, Greencross rolled out Adobe Campaign Standard edition, Adobe Audience Manager and Adobe Analytics. It’s now working to implement Adobe Experience Manager (AEM), with digital asset management (DAM) the first priority component.

“We are very much focused on digital media and our CRM. For us, it was easy to start with Adobe Campaign and Audience Manager, and we’ve already had immediate returns,” Sinclair commented.

More recently and given the 16 digital platforms and websites operating across the group, the focus has turned to how Greencross publishes content at scale across so many platforms. Vet advisory panel syndicates and authors all content, but the challenge is scaling content creation to meet hyper-personalisation needs.

“To do that, we need to go to a headless content strategy, integrate AEM, start to create modular components - that’s the next job for us,” Sinclair said. “We’re working with Adobe professional services to do a maturity assessment of where we sit across each of the pieces of the stack to then work jointly through how we build or augment capability and ensure we continue to leverage the stack to its full potential.”

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

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