LOS ANGELES — Pacvue, a commerce acceleration platform, introduced new retail media and e-commerce features for pet retail giant Chewy on Dec. 14. With the addition of Chewy to its roster, Pacvue offers advertising capabilities for three of the biggest pet retailers, according to the company, allowing it to provide pet industry brands with coverage across the retail sector.
According to Pacvue, its platform allows Chewy to use media optimizations, custom reporting and marketplace signals to help accelerate retail campaigns.
“Pet care is currently a $320 billion industry that will only continue to grow,” said Melissa Burdick, co-founder and president of Pacvue. “Chewy is a leader in driving exceptional long-term customer and brand loyalty. Now, with its continued investments in retail media, Chewy is well-positioned to compete alongside Amazon for brand dollars. By supporting Chewy Ads offerings, Pacvue customers gain a tremendous advantage to tap into this audience, which in turn, unlocks huge opportunities to drive increased awareness and growth for brands in the pet category.”
Pacvue launched its Chewy Ads offerings with Merkle, a data-driven customer experience management company, to help support strategic and efficient ad management for a premium pet food brand. Leveraging Pacvue’s capabilities, the pet food brand scaled its Chewy Ads program through Share of Voice (SOV) to measure opportunities and automated rules in order to optimize efficiency. According to Pacvue and Merkle, the brand’s average ROAS (return on ad spend) improved 50% through rule-based optimization, allowing the brand to expand its customer reach. Additionally, the campaign resulted in 90% average monthly sales growth for the pet food brand, according to Pacvue.
“Pacvue has been key to scaling our premium pet food brand’s Chewy Sponsored Products program,” said Luc Watson, associate manager eRetail, Merkle. “Sales volume and efficiency have improved notably since onboarding. Campaign management is streamlined, allowing the Merkle and client teams more time to focus on big picture strategy and optimizations. Pacvue’s unique SOV reporting has also helped inform strategy with more visibility to competition.”
With the pet industry set to witness significant growth, Pacvue aims to help brands optimize their campaign performance and drive sales. The company’s initial Chewy Ads capabilities focus on search and browse placements, with plans to further expand into additional ad formats in the future.
Find other articles related to pet retail trends and happenings.