IBM helps Pets at Home digitisation drive

iPads in various sizes

Pets at Home IBM has implemented IBM's Sales Assist iOS app for iPad to help improve end-user experience across 434 of its stores.

The app, based on IBM MobileFirst technology, has been rolled out to help customer find the products they're looking for by putting Pets at Home's entire catalogue at its staff's fingertips. It also means employees working on the shop floor can encourage customers to consider further purchases by pointing them towards similar products they may have overlooked while browsing. They can show user reviews and ratings in real time and find out whether the product's in stock instantly.

“At Pets at Home, we’re investing in innovative new technology to reinvent the retail experience for our customers. We want our consumers to be able to learn about and order the right products across every channel, and mobility is at the forefront of this transformation," said Chris Holyland, ecommerce director at Pets at Home.

Customers are also able to order items not available to buy instore for next day delivery – either to the store, to their workplace or home – making it a much more convenient experience and ensuring Pets at Home doesn't lose sales to competitors that may have a product in stock.

“Today, how retailers engage with customers - whether online, in-store or a hybrid environment - is being disrupted driving a critical need for brands to create digital experiences that meet the evolving needs of the any-channel, always-on consumer compelling digital experiences," said Gareth Mackown, Europe mobile and Apple leader at IBM.

“Mobile is leading the way for improving customer engagement. By empowering Pets at Home’s colleagues with insight, product information and transactional capabilities through their Apple devices, Pets at Home is creating a stronger brand affinity with its consumers, blurring the boundaries between digital and physical consumption and working to ensure that each customer leaves the store with all of their pet care needs satisfied.”

Clare Hopping
Freelance writer

Clare is the founder of Blue Cactus Digital, a digital marketing company that helps ethical and sustainability-focused businesses grow their customer base.

Prior to becoming a marketer, Clare was a journalist, working at a range of mobile device-focused outlets including Know Your Mobile before moving into freelance life.

As a freelance writer, she drew on her expertise in mobility to write features and guides for ITPro, as well as regularly writing news stories on a wide range of topics.