Case Study: PetSmart powers personalized marketing and drives double-digit growth with Hightouch

PetSmart Powers Personalization for 65M+ Loyalty Members and Drives Double-Digit Growth

PetSmart, the leading specialty pet retailer with 1,660+ locations and 70M+ Treats Rewards members, needed a better way to personalize marketing at scale. Its marketing team struggled with self-serve audience segmentation, automating data syncs from Snowflake and Databricks to Salesforce Marketing Cloud (SFMC), and measuring campaign performance across highly complex customer and pet data.

Using Hightouch Customer Studio, PetSmart enabled self-serve access to its data models and attributes, automated daily audience syncs to SFMC, and powered personalized journeys across email and other channels. With Hightouch, PetSmart synced over 15M records daily, built 1,000+ unique audiences, sent more than 4 billion emails annually, reduced audience creation time by 20%, and drove double-digit revenue growth, with campaign tests showing 15–25% incremental sales lifts and engagement improving by 150%–200%.

PetSmart

Bradley Breuer

Vice President, Loyalty and Personalized Marketing