Central Garden & Pet Co., Walnut Creek, Calif., reported that it has partnered with Profitero Inc., Dublin, Ireland, a major e-commerce platform, to further grow Central’s ambition to increase its e-commerce business in the Garden and Pet categories.
Central said the new global partnership will enable the company to have a full view of its e-commerce business across eight retail partners. Central will utilize Profitero’s digital shelf analytics and share data to enhance its online strategy from strengthening its digital supply chain and product content to optimizing retail media campaigns.
Central said the Home and Garden e-commerce growth rate is two times faster than the category, and Pet e-commerce has grown five times in the last five years.
“E-commerce continues to experience incredible growth across both the Garden and Pet industries, presenting new and exciting opportunities for Central and our retail partners,” said Mike McGoohan, Central Senior Vice President, Marketing and Strategy. “Our partnership with Profitero will help provide better visibility into our consumers’ shopping experience at the digital shelf, which will ultimately increase basket size, drive attachment rates, and grow our businesses.”