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Nestlé Purina PetCare Australia improves brand experience, enables digital shopping

Purina leveraged Sitecore’s modular system to personalize the customer experience, launch e-commerce, and establish an agile platform for strategic growth.  


10,000 employees


Consumer Goods



Commerce platform enables strategic vision

Veteran Sitecore customer, Purina Australia, transformed its digital presence to deliver a better customer experience and personalized content for dog and cat owners, and launched its first web portal for professionals. Sitecore Experience Commerce™ (XC), with its integrated content and commerce solution, was the answer.

Purina’s master brand was often overlooked by users, who interacted with separate sub-brand websites running on disparate systems. Purina consolidated its digital properties onto an updated version of Sitecore featuring advanced analytic and personalization capabilities. With its optimized design and targeted content, Sitecore helped clarify the relationship among the Purina brands and enhanced cross-selling by reaching new markets—and generating new income streams—by creating its first Purina for Professionals™ online store in Australasia.


  • Personalize customer communication by leveraging analytics
  • Consolidate fragmented digital presence onto single modern platform
  • Expand reach into professional markets
  • Transform manual loyalty program into membership-based e-commerce
  • Gain internal efficiencies, agility for iterative change



  • Delivered cohesive brand experience across all products
  • Launched first Purina for Professionals Commerce initiative in Australasia
  • Enabled seamless digital shopping experience for professional groups
  • Improved user experience with responsive design, refreshed look and feel, rationalized content
  • Established modular platform for phased launches
We have to stay competitive by reaching new markets with a better user experience. Leveraging Sitecore, we launched Australia’s first Purina for Professionals ecommerce site—on time and on budget. What’s more, we can reuse components to expand iteratively to additional audiences.
Julia Mangold
Digital Marketing Specialist, Nestlé Purina PetCare

Modular platform supports business agility

Sitecore XC and Sitecore Experience Accelerator (SXA) together enabled rapid launch of Purina’s commerce site for professionals. Sitecore Experience Commerce™ 9 natively integrates content and commerce so Purina can automate and personalize the end-to-end shopping experience, and recommend products depending on the customer’s type of business.

Sitecore SXA—with its reusable, templated layouts and components—reduces costs and accelerates time to market while providing a consistent user experience across distinct brands. Sitecore SXA also enabled Purina’s team to focus on advanced features and integrations with third-party systems like Gigya and SAP. The customized Salesforce Marketing Cloud integration sends targeted email messages to users, triggered from Sitecore-based events such as order confirmation or shipping.

Next, Purina plans to extend e-commerce capabilities beyond breeders and groomers to additional professional groups. Sitecore’s modular design and reusable components are essential to this phased approach. Rather than having to build from scratch, Purina can leverage pre-built components.

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