March 1, 2007, 12:00 AM

That Pet Place migrates to a Java suite for better multi-channel marketing

Fish Net Inc., a pet supplies retailer operating as That Fish Place-That Pet Place, expects to build on its 30% annual sales growth on a new Java-based software platform that supports personalized marketing across its web and store channels.

Fish Net Inc., a pet supplies retailer operating as That Fish Place-That Pet Place, expects to build on its 30% annual sales growth on a new Java-based software platform that supports personalized marketing across its web and store channels.

The retailer, commonly known as That Pet Place, emphasized application integration as sought to leverage customer data across its web channel and its single store-a 120,000-square-foot pet supplies outlet that draws customers from several states to its location in Lancaster, Pa., vice president Rick Amour tells Internet Retailer. With each channel doing more than $10 million in 2006 sales and growing at 30% a year, the retailer in January migrated its technology infrastructure to a Java-based software suite from Profit Center Software Inc.

One of Fish Net’s most pressing needs was accessing customer data across channels to build personalized marketing campaigns. Amour chose to go with Profit Center for its ability to integrate customer data across store point-of-sale and web order transactions. “Profit Center has great multi-channel integration,” he says. “I really wanted a complete enterprise solution, and with only two IT folks, I didn’t want to be integrating best-of-breed applications.”

The retailer now integrates online, store and contact center sales information with its back-end Oracle database to better analyze customer data and prepare marketing campaigns. One of the first results of this integration is a single cross-channel loyalty program, which has replaced what had been separate programs for each channel. “Now we can have multiple channels on the same customer loyalty program, so we can adjust loyalty marketing campaigns based on store purchasing or web or contact center orders,” Amour says.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Bill Siwicki / Mobile Commerce

Want to be honored as one of the world’s best mobile retailers?

Mark Tuesday Nov. 4 on your calendar to attend a live-streaming event on tips for ...

FPO

Timothy Seward / E-Commerce

Amazon: relating to the behemoth

Learn what you can from Amazon, but don’t hand Jeff Bezos the keys to your ...

Advertisement