NEW YORK ? A PetSmart executive at Mobile FirstLook 2017 described the company?s path from Luddite refusal to innovate to leading its competitors on the mobile platform, outlining its dedication to a holistic omnichannel presence in light of the pet sector?s demands.

Brent Cooke, vice president of CRM, loyalty and marketing insights at PetSmart, presented ?PetSmart: Story of A Mobile Engagement Journey,? a mix of lecture and narrative, which framed PetSmart as both a forewarning and prototype for brands looking to rapidly advance their CRM and mobile commerce infrastructures. PetSmart?s Web site, which was not mobile optimized until recently and was using an outdated mobile client until last fall, now touts two of the most well-received applications in its sector and has designs towards deepening its suite of mobile features this year.

?People want more than just product from a brand that is supposed to be a specialist in this space,? Mr. Cooke said.

Mr. Cooke admitted that PetSmart lost sight of its customer despite significant bricks-and-mortar success years ago. The company lacked a robust data foundation, and competitors opened 67 percent more stores between 2012 and 2015. 

Overall neglect of tech solutions resulted in a lack of innovation and underinvestment in new technology, which led to a very strong balance sheet in the present, but very bleak growth prospects for PetSmart.

The company was quickly targeted by angel investors and taken private by way of an $8.7 billion buyout, after which the company refocused its strategy to keep mobile in mind. 

?Our Customer Data Foundation represents over a year?s worth of work, a year?s worth of unraveling data silos to give us a holistic view of the consumer,? Mr. Cooke said. 

Some of the mobile solutions PetSmart introduced include its askPETMD app, which is meant to give veterinarian advice on the fly. Launched in April 2016, and touting the ask a vet feature and the ability to brows petMD content, it received overwhelmingly positive consumer response. PetSmart?s 2017 roadmap for the app includes expansion of the ?pet profiles? feature, article recommendations using algorithms, and enhanced content functionality, including marketing?s favorite medium, mobile video (see story). 

And PetSmart?s push for digital advancement was not just relegated to digital: late last year, it directly addressed the consumer concerns that it admitted were causing its ecommerce growth to lag through a newly redesigned Web site that provided a streamlined checkout experience and same-day delivery, along with increased mobile optimization (see story).  

Other features that contributed to PetSmart?s shiny new omnichannel offering include a new consumer mobile PetSmart app, which provides booking services, pet parent and pet profiles, a personalized bet feed, and table stake features. The app debuted to strong reviews as well, and the company plans to integrate features that allow more information on pet adoptions, a mobile game, native mcommerce and loyalty program capabilities. 

?We need to redefine what intimacy means for us through loyalty,? Mr. Cooke said. "Our needs are very unique. 

?Some of our business is very commoditized, like food, and some of it requires a very physical presence, like grooming,? he said. ?And it?s a very fragmented marketplace in pet today. 

?Especially when you get into the IoT space?treat dispensers, dogwalking applications like Wagwalking. People want more than just product from a brand that is supposed to be a specialist in this space.?