Pets at Home has partnered with Amplience to improve its online customer experience and target like-for-like growth. 

The pet specialist, which launched its first transactional website in 2008, has joined up with Big Content Cloud provider Amplience to bolster its online content. 

The website advancements, which include enhanced visual imagery and more dynamic media, form part of the retailer’s strategy of delivering “seamless shopping”. 

This involves presenting its customers with a common experience of Pets at Home “however, wherever and whenever” they choose to shop – be it in-store or online, for home delivery or collection from store.

The Big Content Cloud platform will also enable the retailer to keep current content up to date and produce new content without the need for developer work.

A Pets at Home spokesman said: “Delivering results from our seamless shopping strategy is a key element in expanding like-for-like growth.

“The investment we are making with Amplience is an example of changes we are making to improve our customer experience online, and it will also allow us to share our friendly expertise across multiple channels and locations.”

Amplience chief executive James Brooke said: “Rich and engaging content is one of the key drivers in online sales today.

“The importance of sophisticated dynamic media in cementing a brand’s online presence is crucial, especially in the crowded ecommerce landscape.”