Leading pet retailer Animates is all about great customer experiences. It provides the best care for pets in its in-store services, sells top-quality products and offers expert advice to pet owners – also known as pet parents.
Until recently, that focus on experience didn’t flow through to Animates’ digital channels. With more customers interacting with the retailer online and increasing competition within the pet retail space, that needed to change.
Animates has watched an increasing proportion of its customers drift towards online channels over the last few years. More customers were taking advantage of digital options like online shopping, online research before making a purchase and digital communication with the store. The effects of the pandemic exacerbated this trend, with customers shopping online as a first and only option during lockdowns and restrictions.
The retailer also wanted to grow its relevancy with pet parents, and to deliver supportive, personalised online experiences to match its in-store approach – so Animates approached Datamine for help.
Creating seamless campaigns and personalised communications involved several elements.
Automation: Datamine used marketing automation platform Acoustic for online communication and targeting. This meant that even during periods of disuption, the marketing team could continue to deliver sophisticated, strategic campaigns.
Customised communications: Responding to certain online behaviours, such as ordering kitten food, triggered communications ensures that every customer has a consistent positive, personalised experience. Datamine helped to optimise and execute these comms using the great campaign and content ideas from the Animates team.
Staff onboarding: Datamine provided support and training for new Animates team members, making sure that staff have a consistent level of knowledge for communicating with customers using the Acoustic platform.
Proactive tracking: key statistics are continually tracked, with information feeding back into Animates’ current campaigns. This acts as a measurement, keeping campaigns on track and alerting the team about any issues.
By working together, Datamine and Animates transformed the way Animates communicates with its pet parents and improved processes for employees. Automating personalised content for each online customer means that the business can deliver a consistently positive experience, no matter what channel they’re using.
Automation also helped when the Animates marketing team was under the pump. Because everything was set up to work with little manual input, the team could focus on higher-priority work – particularly during the worst of the pandemic.
Training with Datamine meant that all employees could deliver the same level of service, contributing to a better customer experience and reducing the impact of employee turnover at the same time.
The result? A business set up to deal with challenges and ongoing change while delivering a seamless, streamlined experience to its online customers.
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