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PetSmart, a leader in the pet specialty retail space, operates over 1,650 stores across North America, serving millions of pet parents with a comprehensive range of pet products, services, and solutions. Founded in 1986, PetSmart earns nearly $10 billion in annual revenue. Known for its strong assortment of pet products, grooming, training, and adoption services, the company has increasingly invested in digital channels to meet the evolving needs of pet owners.

At the forefront of this digital transformation is Greg Fancher, PetSmart’s Executive Vice President of IT and Chief Information Technology Officer. Greg joined the company in April of 2023 with considerable experience as a technology executive, having served as CIO and CTO at Express as well as CIO at Taco Bell. In his role at PetSmart, Greg is spearheading initiatives to create an omnichannel experience that integrates online, mobile, and in-store interactions, ensuring that pet parents have seamless, personalized experiences that elevate their engagement with PetSmart.

Bridging Physical and Digital with a Seamless Shopping Experience

With experience rooted in both the pet care industry and retail, Fancher brings a unique perspective to PetSmart’s tech-forward journey. He has been instrumental in orchestrating a seamless integration of in-store and digital platforms, ensuring customers enjoy an uninterrupted shopping experience. “It’s about meeting our customers where they are,” Fancher explained, underscoring the need for flexibility and choice in today’s retail landscape. This unified approach enables PetSmart to adapt to different shopping preferences, whether customers prefer to shop in-store, browse online, or blend both channels by using options like buy-online-pick-up-in-store and curbside pickup.

Optimizing E-Commerce and Fulfillment for Pet Parents

A significant focus for Fancher has been PetSmart’s e-commerce operations, as he and his team seek to streamline inventory and order management systems. This approach ensures that customers can easily access their favorite products, whether shopping in-store, ordering online for home delivery, or choosing curbside pickup. Investments in supply chain and fulfillment have optimized logistics, which means greater assortment, faster delivery and greater customer satisfaction. “Our aim is to remove any friction in the shopping journey,” Fancher added, explaining how PetSmart’s infrastructure improvements help accommodate both convenience and efficiency, a vital combination as more customers choose flexible shopping options.

Personalizing Engagement Through an Advanced Loyalty Program

Fancher has also led the charge on developing an advanced loyalty program designed to recognize and reward the unique relationship between customers and their pets. With data-backed insights driving personalization, the loyalty program can offer tailored recommendations and exclusive perks, creating deeper engagement with PetSmart’s customer base. “We’re focused on creating a loyalty experience that feels as personal as the bond between a pet and its owner,” Fancher noted, highlighting how personalization is a strategic priority in PetSmart’s digital roadmap. By leveraging behavioral data, PetSmart is fine-tuning promotions, product recommendations, and membership perks to align closely with individual customer preferences.

AI-Driven Insights for a Data-Enhanced Future

Looking ahead, Fancher sees immense potential in leveraging AI-driven analytics to deepen PetSmart’s connection with customers. With machine learning models, his team is uncovering insights into customer preferences and predicting emerging trends in pet care, enabling PetSmart to stay one step ahead of market needs. This predictive capability doesn’t just enhance product offerings; it also informs how PetSmart can evolve its services in ways that truly resonate with pet parents. Fancher believes this data-centric approach is key to scaling the brand’s growth and improving its response to pet parents’ ever-evolving needs and desires.

Building a Tech-Savvy, Empathetic Pet Retail Brand

As PetSmart forges its path in digital transformation, Fancher remains dedicated to blending technology with empathy to meet the needs of every pet parent. By enhancing the brand’s omnichannel presence and crafting tailored experiences, Fancher is ensuring that PetSmart remains a trusted, tech-savvy companion in the lives of pets and their owners alike. He emphasized that technology should serve not only operational goals but also PetSmart’s core mission of fostering meaningful connections between pets and their people.

Peter High is President of Metis Strategy, a business and IT advisory firm. He has written three bestselling books, including his latest Getting to Nimble. He also moderates the Technovation podcast series and speaks at conferences around the world. Follow him on Twitter @PeterAHigh.


Source: www.forbes.com…