Case Study

Challenge

With 1,500 stores PetSmart is North America’s largest specialty pet retailer.  PetSmart is dedicated to providing services and solutions for the lifetime needs of pets and providing its customers with the best pet information, supplies and services when, how, and where they wish to shop or engage with the brand. In an increasingly competitive digital market the company knew it needed to revolutionize the way pet owners shopped its online catalog. 

Solution

PetSmart partnered with EIS to increase the measurable impact on customer friendliness, product find-ability, and site shop-ability that their online experience delivers.  This has been accomplished through closely analyzing and understanding customer needs, and applying this knowledge to how products are organized and assortments presented through a newly tuned navigation experience.

Outcome

By tuning navigation to align with shopping behaviors for each type of pet and ownership stage, users needed fewer clicks to deliver product detail pages.  The site's Bizrate score went up 9.0 for findability and the PetSmart ranked in the top 20 on the Foresee Experience Index for the first time in 2017.