Petbarn owner Greencross Pet Wellness Co. enlists Boomi for personalisation and IT efficiency push
Greencross Pet Wellness Company (GPWC), the parent company of Petbarn, is using the Boomi Enterprise Platform to underpin its digital pet profile platform, enhance customer personalisation, and improve operational efficiency across retail, e-commerce, veterinary, and IT services.
With more than 6,000 employees and an ecosystem spanning over 250 Petbarn stores, 140 Greencross Vets clinics, 24 speciality and emergency centres, 132 grooming salons, 114 puppy schools, four crematorium facilities, 166 DIY dog washes, 20 mobile dog washes and Vepalabs Specialist Pathology Centre which services veterinary clinics nationally. GPWC is Australia’s largest pet care company.
“Having a single point of visibility has completely changed how we manage integrations,” says Jamie Sparrow, Business Systems Manager at GPWC. “What used to be a time consuming and fragmented process is now centralised and reliable, giving our teams more time to focus on value adding work.”
An initiative powered by Boomi is GPWC’s digital pet profile platform, which enables customers to build personalised profiles for their pets across Petbarn’s app and e-commerce website. This allows pet owners to receive reminders for treatments, view tailored product recommendations, and access relevant services based on their pet’s needs.
“Personalising the customer experience starts with getting the foundations right,” Sparrow says. “Having integrated pet profiles means we can deliver smarter services across every touchpoint, from tailored recommendations to timely health reminders.”
Boomi has also enabled GPWC to standardise integration practices across teams through a developer blueprint that promotes reusability, auditability, and delivery consistency.
“Our investment in reusable integration patterns has dramatically accelerated delivery. We’re able to roll out new capabilities faster, with less duplication, and greater confidence that they’ll scale,” says Sparrow.
Boomi currently supports data integration and business transformation across GPWC’s inventory systems, HR platforms, warehousing, and digital services, with 15 applications integrated via the Enterprise Platform.
Looking ahead, GPWC plans to expand its use of the technology to support new strategic priorities, including master data synchronisation across platforms as part of a broader MDM roll-out, file orchestration and structured monitoring to reduce manual oversight, disaster recovery planning to ensure platform resilience, and system wide auditability to validate data movement and integrity.
2025 RTIH INNOVATION AWARDS
Personalisation was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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