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11:45 - 12:30 Brian RensingNaveen Sharma


KEYNOTE: Enabling Digital Transformation & Customer Insights


Brian Rensing
Senior Director - Enterprise Information Management, PetSmart

Naveen Sharma
AVP, EDM, Cognizant, Cognizant Technology Solutions


Session Description

PetSmart, is a leading North American retail chain engaged in the sale of specialty pet supplies and services such as grooming and dog training, cat and dog boarding facilities, and daycare.  In this keynote, learn how Petsmart is building a single customer view across its multiple businesses and partners (PetSmart, PetsHotels, Doggie Day Camps and Banfield Pet Hospital) to personalize the shopping experience and increase brand loyalty. 

MDM implementation partner Cognizant is helping to drive PetSmart’s Customer Data Foundation (CDF) initiative which utilizes MDM and analytics-driven demographic, behavioral, interactional and transactional data to create custom profiles of consumers who visit the stores, online and through mobile app. This CDF digital initiative centers on classic customer data challenges as well as new big data and digital transformation opportunities by discussing these topics and more:

  • Building an integrated, single view of customers & their pets to enhance ability to provide more consistent & relevant products/ services
  • Enhancing the customer experience across a range of areas, including product & service innovation, store design, as well as customer communications, engagement & loyalty
  • Applying Big Data analytics to drive improved brand experience with more personalized communications & engagement


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