Petbarn Digital Platform
How We Systematically Engineered Growth Across Revenue, Average Order Value, and Order Volume
IMPLEMENTED UNDER WHITE LABEL
.png%3F2025-09-30T20%3A47%3A11.119Z&w=3840&q=100)
the client
Greencross is Australia's largest pet care company.
History Greencross was founded in 1994 by veterinarian Glen Richards. While practising companion animal medicine and surgery in Townsville, he purchased Currajong veterinary hospital. This was the start of Greencross.
The company expanded by purchasing and consolidating veterinary services through Australia and went public on the Australian Securities Exchange in 2007, becoming the first veterinary practice in Australia to do so.
One of its largest acquisitions took place in 2014 with the purchase of Mammoth Pet Holdings, the parent of Petbarn and Animates chains in Australia and New Zealand.
How We Rescued a Failing Migration and Delivered on a Broken Promise
The client's critical platform migration was dead in the water. Their previous vendor was trapped in a QA loop, unable to deliver, and sinking the project deeper into technical debt with each passing day. We were brought in under a tight deadline to take over the failing project, untangle the complexity, and execute flawlessly where the previous team had failed.
Tools and integrations
bLoyal is a feature packed loyalty and rewards program for organizations at all stages of growth. bLoyal delivers enhanced loyalty experiences and valuable rewards to your members in real time, seamlessly within the flow of your transactions. Engage your members across every channel. Onmichannel loyalty reaches your customer wherever they are, online, in-store or on any mobile device.
Unlock the potential of your entire ecommerce network with an OMS. Activate omnichannel features such as click & collect, ship from store, dropship & partner fulfillment and more with Comestri’s Distributed OMS. Give your customers the amazing brand experience they expect, and give yourself a competitive advantage.
Solution helps client to find easily what they are looking for on the product catalog. The result : an increase of the conversion rate and an online turnover. SDL Fredhopper is currently the n°1 marketing optimization solution on the market. It combines both searchandising and merchandising thanks to its powerful search engine, page lists, layered navigation management and sales promotion. This SaaS solution can be adapted to all eCommerce activities : retail, travel, fashion, B2C, B2B.
AI-powered user experience testing, personalization and automation at scale, so you can find that one customer out of a million, and give them what they want. Adobe Target is a rule-based testing and targeting tool, which can integrate with Analytics & create reports that can be used for making marketing offers, personalization and UX testing, allowing marketers to figure out which of the offers, experiences & messages are truly engaging the customers.
Analytics that give you actionable insights: lets you mix, match, and analyze data from any digital point in the customer journey. With in-depth analysis, versatile reporting, and predictive intelligence, you get the insightful foundation you need to build better customer experiences. Using the Abobe Target along with Adobe Analytics enables you to analytics, experimentation, and personalization tools so you can use your Adobe Analytics data as the single source of truth for A/B tests, personalization strategies, and the rest of your targeting.
We Don't Guess. We Architect Certainty.
Most projects fail because they start with a wish, not a plan. We started the Petbarn project by conducting a ruthless, deep-dive analysis to find the root causes of their challenges. We ran intensive product knowledge and backlog refinement sessions to eliminate all vague requirements and forge a bulletproof project roadmap. We didn't begin writing code until we had a ruthlessly prioritized plan and a non-negotiable delivery timeline that the client could take to the bank.
.png%3F2025-09-30T20%3A57%3A35.175Z&w=3840&q=100)
We Built a Firewall to Protect Their Development Speed
The project was bogged down by a storm of communication chaos from multiple stakeholders and QA teams. Our developers were spending more time answering questions than writing code. We didn't just add a person; we installed a human firewall. By deploying a dedicated Business Analyst to act as a single, powerful point of contact, we created a system to absorb, clarify, and sort every inquiry before it could derail the development team. This allowed our core team to do what they do best: build, at maximum velocity, without the constant drag of interruptions.
.png%3F2025-09-30T20%3A58%3A30.803Z&w=3840&q=100)
We Didn't Just Integrate a Loyalty Program. We Built a Habit-Forming Machine
The client had one of the most powerful loyalty concepts we'd ever seen, but it was also their biggest operational nightmare. We didn't just 'integrate' a tool; we engineered an autonomous system to manage their entire multi-tiered discount and loyalty matrix. The system automatically handles every customer tier, partner discount, and promo code with flawless precision. This turned their most complex business rule from a chaotic liability into a powerful, automated engine for driving repeat business and increasing customer lifetime value.
.png%3F2025-09-30T20%3A59%3A08.573Z&w=3840&q=100)
COMESTRI OMS: INTEGRATION AND CONFIGURATION - COMMAND CENTER
The client's order management system was a disconnected island of chaos, making it impossible to get a clear, real-time view of their own business. We didn't just "integrate" a module; we engineered a centralized command center that became the single source of truth for every order, every shipment, and every payment. This wasn't a simple connection; it was a deep customization that created a bulletproof, automated workflow from the customer's first click to the final delivery.
.png%3F2025-09-30T20%3A59%3A51.361Z&w=3840&q=100)
Data Migration: We Performed Open-Heart Surgery on Their Business. The Patient Didn't Even Notice.
The client's most valuable asset was a decade of customer data, including active subscriptions and order histories. A botched migration is a business-killer—it means lost orders, broken subscriptions, and angry customers who never return. We didn't just "move data"; we engineered a flawless, zero-downtime surgical procedure. We developed a unique, two-phase migration that moved 99% of their historical data in the background, completely invisible to their customers. The final, live data was transferred instantly at launch, ensuring a seamless transition. The result? Every customer's data was waiting for them on the new site as if nothing had ever happened.
.png%3F2025-09-30T21%3A00%3A31.852Z&w=3840&q=100)
Greencross Digital Transformations
A successful launch isn't a victory; it's the starting line. Once we stabilized their platform, we didn't go into maintenance mode. We went on the offensive. We deployed three independent "Growth Teams" to launch a coordinated assault on the market: one team to continuously fortify and optimize the core revenue engine, another to dominate satellite brands, and a dedicated third team to engineer the advanced, next-generation digital features to enhance customer experience, that would leave their competition in the dust.
We Built a High-Velocity Assembly Line for a Complex Project.
With three developer teams and multiple client stakeholders, the biggest risk was communication friction killing the project's momentum. We solved this by designing a high-velocity delivery assembly line. Through a series of strategic workshops, we engineered a single, clear process that ensured every team and stakeholder knew their exact role and what to do next. We then implemented a monitoring system to ensure the line never stopped, turning a complex, multi-team effort into a predictable and efficient machine.
.png%3F2025-09-30T21%3A02%3A05.798Z&w=3840&q=100)
High-Stakes Mission Custom Products Promote Business Logic
The client came to us with a game-changing, data-backed plan for a new "killer feature" and a brutal, non-negotiable deadline. This wasn't a standard project; it was a high-pressure mission. We didn't assign this to a junior team; we deployed a dedicated surgical team of our most experienced product experts and developers. Their sole focus was to engineer the shortest, most direct path to a flawless delivery. Leveraging our proven delivery playbook, we didn't just make it possible; we delivered.
.png%3F2025-09-30T21%3A03%3A36.105Z&w=3840&q=100)