Canadian specialty retailer Pet Valu recently moved to the commercetools ecommerce platform.
The replatforming helped Pet Valu “modernize its digital architecture” in lower than a 12 months, the businesses said, implementing commercetools through Google Cloud Marketplace.
The retailer launched into this digital transformation to appeal to its most loyal customers, said Tanbir Grover, chief marketing and digital officer at Pet Valu, in a released statement. Its most loyal customers want an omnichannel experience, he said. That’s to say they need “exceptional” in-store and online experiences.
Grover said replatforming through commercetools helped Pet Valu “create dynamic, omnichannel experiences quickly and at scale.” He expects this approach will help Pet Valu capture a greater share of the Canadian pet retail market.
Pet Valu is No. 510 within the Top 1000 Database. The database is Digital Commerce 360’s rating of North America’s top online retailers by their annual web sales. Digital Commerce 360 projects Pet Valu ecommerce sales to succeed in $146.96 million in 2024.
Pet Valu ecommerce sales
Pet Valu picks commercetools for its ecommerce platform architecture
In an email, Grover told Digital Commerce 360 that Pet Valu’s goal in upgrading its ecommerce platform “was to enable us to adapt quickly to customer demands.” Moreover, it could help the retailer adapt to market changes and improve its site experience, in addition to engagement. As well as, doing so helps Pet Valu “drive more cost efficiency” in its technology stack, he added.
Pet Valu selected commercetools for its composable commerce solution, which Grover said “would improve speed to market and enhance our digital performance.” At the identical time, he hopes it could enable the retailer “to scale its business to support omnichannel aspirations and reflect industry best practice.”
Composable commerce is a modular approach to constructing ecommerce platforms, commercetools chief revenue officer Bruno Teuber told Digital Commerce 360 via email. That allows retailers “to create customized solutions that fit their unique needs,” he added.
“With composable commerce, corporations can quickly develop and deploy latest features independently, without being restricted by IT resources,” Teuber said. “Its cloud-native, tech-agnostic design ensures high scalability, reliability, and cost-effective rollouts, preparing businesses for each current and future opportunities.”
“Because of this of our digital transformation, together with an improved site speed, we are actually equipped to push site updates, discounts and promotions to all of the Pet Valu banner web sites quickly and efficiently,” Grover told Digital Commerce 360. “Furthermore, it allows us to deal with payments, cross-channel activations and delivering an improved customer experience. We’re excited to see how we will capitalize on personalization via our Pet Profiles, pet birthdays and other exclusive Your Rewards members-only offers.”
How does commercetools composable commerce work?
Teuber said commercetools operates on MACH-based architecture, which he called “the technical backbone” behind the corporate’s composable approach. MACH stands for Microservices-based, API first, Cloud Native and Headless.
“These open systems allow users to pick out the best-of-breed solutions that make sense for them and their customers,” Teuber said. “Moreover, being a headless platform, glitches and slowdowns are prevented since it decouples the front end and back end to permit for more agile deployment and reducing the chance of application downtime.”
Decoupling the back and front ends of an ecommerce site enables retailers to update either the content presentation layer or the business functional (commerce) layer — without one impacting the opposite, he noted.
Pet Valu focuses on its omnichannel experience
Currently, Pet Valu offers online functionality tied to in-store shopping. That features:
- Near-real-time local store inventory availability
- Omnichannel coupons, which will be used online or in physical stores
- Buy online, pick up in store (BOPIS)
- Curbside pickup
- AutoShip subscription, a program that permits consumers to choose up items in stores along with using the standard ship-to-home model
Pet Valu is also testing machine learning and artificial intelligence (AI) tools. It desires to shape its marketing efforts around personalization, chat and script generation, Grover told Digital Commerce 360. It’s also evaluating and learning the right way to use generative AI tools each on its website and in its marketing.
“We’re excited to see how these tools could assist with content model generation, intelligent search, product curation and getting offers out to devoted pet lovers which might be personal and relevant to them and their pets,” Grover said.
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