One journey, from first search to recurring revenue.
PetSmart's omnichannel model, loyalty focus, and services business make it uniquely suited to unified journey analytics. Traditional web analytics only sees the digital slice — CJA follows the whole path.
Digital research
Reviews & inventory checks
Loyalty engagement
Treats activity
Store visit
In-store purchase
Grooming / vet
Service adoption
Replenishment
Repeat buying
Autoship
Recurring revenue
This journey connects digital research to lifetime value — showcasing why unified customer journey analytics is materially more valuable than traditional web analytics for PetSmart.
Each phase adds data and unlocks new questions.
Lead with Phases 1–2: fewest new integrations, fastest measurable value, and the identity foundation the omnichannel phases depend on. Complexity — and monetization — build from there. Each phase below details its data sources, use cases, the questions it answers, the questions it unlocks, and illustrative value.
Phase 1 · Digital commerce optimization
Fewest new integrations · Fast time to valueObjective: improve digital conversion, marketing performance, and acquisition efficiency. This is the foundational phase — the widest set of use cases with the fewest new integrations.
New data sources
- Website clickstream
- Mobile app analytics
- Ecommerce transactions
- Campaign data — email, SMS, push
- Product catalog
- Search & content interactions
Use cases in this phase
- 1b · Abandoned cart analysis
- 2a · Cross-device analysis
- 2b · Mobile app interactions & impact
- 2c · Mobile app flow optimization
- 3b · Outbound journey & campaign analysis
- 3c · Content performance
- 3d · Offer & placement performance
- 3e · Product & category insights
Key business questions
- Which channels drive the highest-converting visitors?
- Where are customers abandoning checkout?
- Which products are viewed most but not purchased?
- What are customers searching for but cannot find?
- Which content influences purchases?
New questions this phase unlocks
- Which products drop off most between view and add-to-cart?
- Which digital experiences drive Autoship enrollment?
- Which content drives loyalty sign-up propensity?
- Which onsite journeys lead to the highest digital LTV?
Phase 2 · Loyalty & customer intelligence
Identity foundationObjective: increase retention, repeat purchases, Treats engagement, and lifetime value — while establishing the identity foundation the omnichannel phases depend on.
New data sources
- Treats Rewards loyalty data
- CRM · customer profile data
- Identity stitching across channels
- All Phase 1 sources
Use cases in this phase
- 1e · Segment discovery & activation
- 3a · Cross-channel attribution
- Loyalty journey analysis
- Churn & retention analytics
- Customer value segmentation
Key business questions
- Which journeys create the highest-value Treats members?
- What behaviors predict Member → Bestie → VIPP?
- Which segments are most likely to churn?
- Which first purchases create the highest LTV?
- How does Autoship impact retention and spend?
New questions this phase unlocks
- What behaviors predict future VIPP membership?
- Which loyalty benefits drive the greatest retention?
- What behaviors occur 30/60/90 days before churn?
- Which segments are most responsive to personalization?
Phase 3 · Omnichannel retail analytics
Digital-to-store revenueObjective: connect digital engagement to store revenue and fulfillment outcomes, quantifying how online behavior drives in-store sales.
New data sources
- POS transactions
- Store purchases
- BOPIS transactions
- Store inventory
- Loyalty-linked store sales
Use cases in this phase
- 1a · Online-to-offline journey
- 1c · BOPIS analysis
- Omnichannel attribution
- Digital-to-store revenue measurement
- Store influence analysis
Key business questions
- How much in-store revenue is influenced by digital?
- Do digital researchers spend more in-store?
- How much incremental revenue occurs at pickup?
- Which stores generate the highest attach rates?
- Does BOPIS increase loyalty engagement?
New questions this phase unlocks
- Which store visits are digitally influenced but unattributed?
- Which digital behaviors expand the in-store basket most?
- Which segments prefer store fulfillment vs delivery?
- Which omnichannel journeys create the greatest LTV?
Phase 4 · Services & lifecycle growth
Services attach & LTVObjective: increase adoption of grooming, training, veterinary, boarding, and pharmacy — the highest-margin, highest-loyalty parts of the pet-parent relationship.
New data sources
- Grooming
- Training
- Veterinary
- Pharmacy
- Contact center
- Appointment systems
Use cases in this phase
- 1d · Call deflection
- Grooming journey analysis
- Veterinary journey analysis
- Training conversion analysis
- Pharmacy refill analysis
Key business questions
- Which digital experiences lead to grooming bookings?
- Which retail customers are most likely to buy services?
- Which journeys lead to veterinary adoption?
- Which appointment reminders reduce inbound calls?
- What retail purchases predict future service adoption?
New questions this phase unlocks
- What is the LTV impact of grooming adoption?
- Which puppy purchases predict training enrollment?
- Which veterinary events increase product purchases?
- Which lifecycle stages create the greatest service opportunity?
Phase 5 · Retail Media Network (RMN)
Vendor monetizationObjective: create a scalable advertising and supplier-insights platform that turns unified journey data into a new revenue stream.
New data sources
- Retail media ad server
- Sponsored product data
- Vendor campaign data
- Paid media platforms
Use cases in this phase
- 4a · Onsite advertising performance
- 4b · Onsite advertising vendor analysis
- 4c · Onsite advertising reporting for vendors
- 4d · Offsite / paid media analysis
Key business questions
- Which supplier placements drive sales?
- Which vendors generate the highest ROAS?
- Which campaigns drive both online and store sales?
- Which advertisers acquire the highest-value customers?
- How should media spend be reallocated to maximize return?
New questions this phase unlocks
- Which vendors benefit most from omnichannel attribution?
- Which audiences offer the highest RMN monetization potential?
- What incremental lift comes from sponsored placements?
- Which investments drive profitable growth, not just revenue?
Pet-parent use cases, not generic retail.
The strongest use cases center on the things that make PetSmart PetSmart: services, consumables, loyalty, Autoship, grooming, veterinary, training, pharmacy, and store pickup.
Analyze cross-channel touchpoints
- Online-to-offline journey analysis
- Abandoned cart analysis
- BOPIS & pickup basket expansion
- Call deflection
- Segment discovery & activation
Optimize experiences across devices
- Cross-device path to purchase
- Mobile app interactions & impact
- App flow & friction optimization
- Grooming, refill & Autoship flows
Measure marketing performance
- Cross-channel attribution
- Outbound journey & campaign analysis
- Content, offer & placement performance
- Product, category & profitability insights
- Advertising performance & ROAS
Power the Retail Media Network
- Onsite advertising performance
- Vendor analysis & ROAS benchmarking
- Self-service vendor reporting
- Offsite / paid media analysis
Differentiated CJA capabilities
- Unify identity across channels & devices
- Full journey view: flow, fallout & cohorts
- Attribution across online and in-store
- Activate audiences to RT-CDP & Journey Optimizer
Example: online-to-offline
- A pet parent researches premium dog food, reads reviews, checks local inventory…
- …then buys in-store on a weekend visit.
- CJA credits every online touchpoint for that in-store sale.
The questions CJA puts within reach.
Digital-only questions deliver value from Phase 1. Omnichannel questions become possible once digital, loyalty, CRM, store, and service data are unified — covering the full customer lifecycle, not just the web session.
For digital, ecommerce, product, UX, CRO, search & merchandising teams
Acquisition & marketing
- Which channels drive highest-converting visitors & repeat purchasers?
- Which campaigns generate highest revenue per visitor?
- Which marketing touchpoint combinations lead to conversion?
Conversion & CRO
- Where are customers abandoning the purchase journey?
- Which checkout step drives the most revenue loss?
- Which segments experience the greatest checkout friction?
Product & merchandising
- Which SKUs are most viewed but not purchased?
- Which categories have high engagement but low conversion?
- Which brands drive the strongest repeat-purchase behavior?
Search & navigation
- What are customers searching for that they can't find?
- Which search terms create the highest revenue?
- Which navigation paths lead most often to abandonment?
Content & experience
- Which content assets most influence conversion?
- Which digital experiences separate high-value customers from others?
For loyalty, store operations, services, attribution & executive teams
- Answers become possible when digital, loyalty, CRM, store, and service data are unified in CJA.
- Directly supports PetSmart's omnichannel, loyalty, and identity-stitching initiatives.
- Materially different from traditional web analytics — covers the full customer lifecycle.
Digital-to-store revenue
- How much in-store revenue is influenced by digital?
- Which online behaviors most lead to store purchases?
- Which digital channels drive the most store revenue?
Loyalty & customer value
- Which journeys create highest-value Treats members?
- What behaviors predict Member → Bestie → VIPP progression?
- Which customers show early churn indicators?
Services
- Which digital experiences lead to grooming bookings?
- Which retail customers are most likely to buy services?
- Which service experiences drive highest lifetime value?
BOPIS & fulfillment
- How much incremental revenue is generated at BOPIS pickup?
- Which products are most added during pickup?
- Where are customers abandoning BOPIS journeys?
Cross-channel attribution
- Which media combinations drive both online and offline revenue?
- Which channels contribute most to long-term customer value?
- How should spend be reallocated based on attribution?
Journey optimization
- What friction points drive support contacts or store calls?
- Which journeys create highest revenue and retention across all channels?
How value compounds across the phases.
The result isn't just better reporting — it's a decisioning framework to optimize every stage of the pet-parent lifecycle, from acquisition through loyalty, services, and replenishment.
| Phase | Primary outcome | Value type |
|---|---|---|
| Phase 1 | Digital conversion & marketing ROI | Revenue growth |
| Phase 2 | Loyalty & customer lifetime value | Revenue growth |
| Phase 3 | Digital-to-store revenue visibility | Revenue + attribution |
| Phase 4 | Services growth & contact-center efficiency | Revenue + cost reduction |
| Phase 5 | Retail media monetization | New revenue stream |
Disclaimer: ROI estimates and projections are modeled using industry averages and benchmarks. Actual results may vary based on PetSmart's implementation, data maturity, and business conditions.
CJA recent releases and roadmap.
As PetSmart evaluates next-generation analytics beyond Google Analytics 4, Adobe continues to make significant, sustained investments in Customer Journey Analytics across the areas most important to PetSmart's strategy — customer identity, omnichannel journey analysis, merchandising insights, Databricks integration, data governance, data quality, and AI-powered analytics. These investments help PetSmart accelerate insight generation, improve data trust, simplify implementation, strengthen governance, and maximize the value of customer and operational data across the enterprise.
Recently released Now generally available in CJA
Identity & data trust
Dataset preview & stitching validation
Validate identity stitching before production — lower risk, more trusted cross-channel reporting.
Stitching enhancements
Simpler identity configuration and clearer governance; less implementation overhead.
Data validation skill
Catch data-quality issues before they reach reporting; less manual checking.
AEP Data Mirror (GA)
Sync Experience Platform datasets with Databricks; keep analytics and warehouse aligned.
AI & productivity
MCP server for CJA
Let AI assistants securely query analytics in natural language.
Interactive training tutorial
Hands-on onboarding inside Analysis Workspace speeds adoption.
Data storytelling
Turn Workspace projects into executive-ready presentations, faster.
Workspace collaboration
Comments and discussion inside projects align analysts and business teams.
Retail & merchandising
Multiple dimension columns in freeform tables
Compare products, categories, campaigns, channels, and segments side-by-side — richer analysis, less report building.
Committed roadmap Direction of continued investment
Deeper retail analysis
Sub-event segmentation
Analyze below the event level for SKU, basket, and category insight and precise audiences.
Conversation insights
Bring chatbot, support, and AI-assistant conversations into journey analysis and intent.
Enterprise data & AI
Data feeds in CJA
Export enriched journey data to warehouses for data science and enterprise reporting.
AI-powered analysis & proactive insights
Surface meaningful changes and anomalies automatically; speed root-cause analysis.
AI-powered validation for migration
Compare Adobe Analytics and CJA outputs at scale to de-risk the GA4 transition.
Implementation & governance
Automated data view configuration
Streamline setup and migration; more consistency, faster time-to-value.
Consent Navigator
Add CDN log data — bot traffic, consent signals, AI-crawler activity — for stronger governance.
Resources Where to go deeper
Consult your Adobe representative for current licensing, editions, and availability.
Adobe Confidential. Roadmap disclosures are informational only, are not a guarantee of any future feature or functionality, and are subject to change at any time. They must not be relied upon as a contractual commitment. Certain capabilities may require a higher CJA edition than currently licensed — consult your Adobe representative for availability.
Best-practice resources.
A curated CJA reference library — organized by theme, with the PetSmart-relevant resources called out first. Every link opens the source article on Adobe Experience League.
PetSmart relevance
- Transitioning from Google Analytics 4 to CJA ↗
- Why GA4 and CJA data differs ↗
- CJA product description & SKU analysis ↗
- Analyze CJA data with Coworker Chat ↗
- Customer Journey Analytics tutorials ↗
- Customer Journey Analytics release notes ↗
- How to approach your first 90 days with CJA ↗
- CJA YouTube channel (playlist) ↗
Introduction to CJA
Data visualization & analysis techniques
- Guide to Journey Canvas visualization in CJA ↗
- Journey Canvas vs. Fallout vs. Flow ↗
- Maximizing your analysis with CJA: best practices ↗
- The complete playbook for handling 'No Value' in CJA ↗
- Handling 'No Value' in CJA ↗
- Calculating bounces & bounce rate in CJA ↗
- Mastering CJA experimentation ↗
- Tracking & analyzing LLM and AI-generated traffic ↗
Configuration & implementation
- Crafting effective CJA data views ↗
- Integrating Analytics classifications with CJA ↗
- How to maintain effective governance in CJA ↗
- How to leverage event, lookup & profile datasets ↗
- CJA pitfalls and how to avoid them — Part I ↗
- CJA pitfalls and how to avoid them — Part II ↗
- Guide to excelling as a CJA administrator ↗
- Field-based & graph-based person stitching in CJA ↗
- Porting Analysis Workspace projects from Analytics to CJA ↗
- Use Case Accelerator: a four-phase framework ↗
Capabilities & features
- Guide to Projects & Analysis Workspace in CJA ↗
- Guide to Experience Platform dataset ingestion into CJA ↗
- A closer look at data processing & ingestion in CJA ↗
- Guide to understanding & utilizing CJA data views ↗
- Guide to mobile scorecards in CJA ↗
- Experience Platform & CJA data egress use cases ↗
- Accelerating workflows: a guide to Data Insights Agent ↗
- How summary data enhances CJA datasets ↗
- Derived fields use cases for CJA ↗
- CJA derived fields enhancements ↗
- Guide to understanding CJA lookup datasets ↗
- Guide to understanding & utilizing CJA connections ↗
- Maximizing CJA data value with AEP transformations ↗
Realizing value
Resource links point to Adobe Experience League documentation, tutorials, and community articles. Consult your Adobe representative for current licensing, editions, and availability.