Customers today expect more than a product transaction - they expect an experience that often spans across channels. To provide the best experience, it's important to build relationships with customers both in-store and online. Hear how PetSmart is leveraging MuleSoft's API-led approach to evolve into an omnichannel brand with initiatives ranging from pet mobile apps to a new eCommerce platform.

1. Benefits of an Omnichannel strategy
From transactions to relationships:

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Safe harbor statement
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Speakers
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Allegra Margolis
Industry Marketing, MuleSoft
Max Rodriguez
Development Sr. Manager, PetSmart

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Retail is rapidly evolving
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TIP FOR BOTH PC/MAC: Once you’ve installed the fonts, close PowerPoint
completely and re-start the program to see the fonts in the list of options.
● New entrants: Increasing
demand to operate at speed
● Customer expectations: Higher
customer demands
● Market conditions: Greater
pressure to grow revenue

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Operational Excellence
IT is being called upon to respond
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Achieve operational and supply
chain excellence to compete
Deliver a consistent experience
across in-store, web and mobile
Expand into and grow in new
geographies, and channels
New Products and ServicesCustomer Engagement

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Development Sr. Manager, Enterprise Information Management
Meet Max Rodriguez
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• Computer Systems Engineer with 25+ years of
experience on Software Engineering
• Experience in multiple industries such as
Telecommunications, Financial, Insurance, Retail and IT
Services
• Passionate for software development and aviation
enthusiast
• Loves his family, mountain biking and….pets!

8. PetSmart’s Journey
Building An Omnichannel Brand

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Some 20+ years ago…
Because I Love Pets
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Today…
Chatsy Little Max
with Chatsy
Candy You get the
point, right?

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A True Connection
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$64 Billion
Industry
“I consider my pet to be a
member of my family”
2007 2015
95%
88%
pet sleeps in
the bed
bought pet a
holiday present
bought pet a
birthday present
22%
dressed pet in
clothing
64%
45%
71%

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PetSmart’s History
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1987
Our first two stores, originally called Petfood Warehouse, open in Arizona.
1989 1993
We go public (NASDAQ: PETM)
1994 1996 2000
We start testing PetsMart PetsHotels in two of our Phoenix stores.
2005 2014
We acquire Pet360.
2015 TODAY
We are the leading pet specialty retailer dedicated to being the trusted partner
to pet parents and pets in every moment of their lives.
2007
We open our 1,000th store.
2011
10+ digital
projects
underway

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PetSmart Today
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55,000
Total Associates
~275
IT Associates
 11,000
In-Store Products
 30,000+ Online
Products
More than
1,525 (+100/yr.)
Stores (US, Can., PR)
9 Distribution Centers
Pet Services
Leader
7,300,000
Pet Adoptions
1
Every 30 Seconds

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PetSmart’s Vision & Mission
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14. Digital Transformation
The Challenge

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Multichannel vs. Omnichannel
Customer Connections
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Customer
Marketing
Customer
Care
Mobile Apps
Mortar &
Brick stores
PetSmart.com
On-line
Services

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The simplest challenge…who am I?
Seamless Customer Experience
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Fluffy?

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Decentralized data repositories to be kept ‘in-sync’
The Wrong Approach…”We’re Sinking!”
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Batch synching processes…
Near real-time synching…
Real-time synching…

18. Digital Transformation
Breaking Through

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Platform Enablement
Where To Start?
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• Traditional ESB approach was not enough, a transformation from top to bottom was
needed
– Enabled MuleSoft cloud based platform
– Adoption of API-led connectivity culture
– Developed new architectural and development principles, guidelines & standards
– Implemented CDM across multiple data domains
• Built the Customer Data Foundation platform
– MDM to maintain the golden record of Customer
– 360° View for customer interactions

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The 3 Layer Approach
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Customer Data Foundation – First step
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Meta Data
Repository
Customer Data Hub
NEW ODS
DATA
QUALITY
ENGINE
Pet Master
Data
Customer
Data
MDM Publish Layer
Reference Data
MuleSoft
Anypoint
Platform
SOEs
• With our brand new
CDF platform we are
now in a better spot to
have a 360 view of
Customer.
• The challenge to follow
was how to
expose/integrate this
to our ecosystem.

22. Digital transformation
Customer Profile API

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Exposing customer data for
customers
Customer Profile API
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• This API is intended for customers
interacting with PetSmart to access
their profile data (read and write)
through all channels
• Multiple experiences had to be
implemented for different channels
Main implementation
CARE Web Mobile
CDF
Platform
Janrain Booker
System
Process
Experience
Profile MDM Services
Booking

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It doesn’t matter if customer goes…
Seamless Customer Experience
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• To our webstore petsmart.com …

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Seamless Customer Experience
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It doesn’t matter if customer goes…
• Or to our grooming reservation
site at appointments.petsmart.com …

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Seamless Customer Experience
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It doesn’t matter if customer goes…
• Or to our PetSmart mobile app…
He will always get the same experience!

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An all-in-one shop
Why MuleSoft
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• MuleSoft capabilities extend across multiple needs on the
Anypoint Platform (API management, Message Broker, ETL,
etc…)
• All development can be done within the same IDE using
Anypoint Studio with a seamless integration to Anypoint
platform in the backend
• Reduced need for ‘coding’ as MuleSoft provides a WYSIWYG
capability for flow and transformations implementation
• Performing and reliable cloud based platform, providing HA
capabilities and average response times below 200ms for
medium-high complexity API transactions
MuleSoft provided an
all-in-one shop to
help us provide an
omnichannel
experience

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From a development perspective
Benefits of an Omnichannel Experience
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• Reusability
– Microservices approach enables reusing smaller components across multiple applications,
reducing development effort in ~50%
• Maintenance
– Easier and less expensive to maintain smaller reusable assets rather than large complex
components
• Time to Market
– Reduced time for development, now we’re building medium to complex API integrations in
a 2 week long sprint, 2x faster than previously

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From a Customer perspective
Benefits of an Omnichannel Experience
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• Building relationships
– Do not need to provide my personal information multiple times to multiple systems of
engagements
– Once I provide a change in my data, it is reflected immediately in all other channels
– PetSmart knows about my engagements, all details and relevant info to help me better
– I feel PetSmart really knows me, and I’m important to them
…I’m a happy Customer!!!

30. Digital transformation
What’s Next

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Prepared for the future and new channels to come
What’s Next
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• Expand to other domains besides Customer Data
– Already extending this to Pet profile data
• Externalize APIs for 3rd parties to enable new business models and build new
customer relationships/experiences
• Establish the Center For Enablement (C4E) within PetSmart to enable IS teams
across the organization third parties to develop and consume our Enterprise
Information platform.

32. Thank you!

33. Q&A

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