PetSmart, is a leading North American retail chain engaged in the sale of specialty pet supplies and services such as grooming and dog training, cat and dog boarding facilities, and daycare.

MDM implementation partner Cognizant is helping to drive PetSmart’s Customer Data Foundation (CDF) initiative, which utilizes MDM and analytics-driven demographic, behavioral, interactional and transactional data to create custom profiles of consumers who visit the stores, online and through mobile app.

This CDF digital initiative centers on classic customer data challenges, as well as new big data and digital transformation opportunities by discussing these topics and more:

  • • Building an integrated, single view of customers & their pets to enhance ability to provide more consistent & relevant products/ services
  • • Enhancing the customer experience across a range of areas, including product & service innovation, store design, as well as customer communications, engagement & loyalty
  • • Applying Big Data analytics to drive improved brand experience with more personalized communications & engagement

Attendees of the MDM Summit, being held in New York in November, will learn how Petsmart is building a single customer view across its multiple businesses and partners (PetSmart, PetsHotels, Doggie Day Camps and Banfield Pet Hospital) to personalize the shopping experience and increase brand loyalty.
Presenting at the event will be Brian Rensing, senior director - Enterprise Information Management, PetSmart; Naveen Sharma, sr. director, Enterprise Data Management Practice, Cognizant Technology Solutions; and Janine Martin, associate director, field marketing, Cognizant Technology Solutions.

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