Pets at Home overhauls online marketing strategy

dogPets at Home is aiming to ramp up online sales by implementing a new digital content production and delivery platform, enabling site visitors to access interactive video, shoppable content and user generated commerce.
Through the Amplience platform, Pets at Home customers will be able to make purchases by interacting with creative content as well as the more traditional static product pages.
Visitors can now view items within banners, catalogues and even video, then simply click and buy their favourites without having to search for the items elsewhere on the site.
The retailer has already implemented some of the features, adding interactive elements to its Christmas landing page, including interactive gift guide and accompanying shoppable video, which showcased the Christmas product range.
The retailer is also integrating user-generated commerce to the buying experience; meaning that shoppers can share social media posts of their pets with the business using the designated hashtag #mypetloves.
These posts will form a web gallery from which shoppers can simply click-to-buy Pets at Home products that are featured.
Pets at Home marketing director Scott Jefferson said: “We want to provide customers with the most engaging experience possible whenever they visit our website, so investing in the Amplience platform made perfect sense.
“Shoppers quite rightly expect to enjoy themselves when they make a purchase with us, just as they would in one of our stores. Providing stimulating content in a variety of formats and simplifying the buying process are just a few of the ways we’re striving to be the best pet shop in the world.”

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