While the industry is certainly not unfamiliar with high employee attrition rates, it is a growing problem as half of frontline retail employees are considering leaving their jobs in the next few months.¹ As the retail sector rapidly transforms, the value of consistent communication and engagement, particularly for frontline associates, has never been more evident. Workplace flexibility is the number one reason that frontline retail workers are citing as the reason for leaving their job.¹ A problem that once was rather difficult to solve for a frontline retail employee, is now rather simple. 

At PetSmart, the leading pet retailer with 1,650+ stores, and more than 50,000 associates across North America, associate engagement is even more celebrated. PetSmart is unique because all associates share a passion for and have expertise in pets and pet care, and the company knows the value of being able to harness those insights. This drove the goal of establishing a seamless communication model to be able to engage associates at all levels, in every role and across locations.

The benefits of an engaged workforce are clear. PwC found that companies providing great experiences to consumers and employees can charge an up to 16% premium on products and services, plus increased loyalty.² In addition, Gallup found that highly engaged organizations experienced a 21% increase in profitability and an impressive 81% decline in employee absenteeism.³ Driving increased productivity, loyalty and brand affinity among employees is critical – especially in a challenging economic environment. 

Like many retailers where the majority of associates are not sitting at a computer, PetSmart worked to evolve their internal communications channels to ensure they could reach all associates across stores, distribution centers (DCs) and home offices. After sunsetting a communications platform called ‘The Dish’, which could only be accessed by associates with a PetSmart e-mail address, PetSmart launched a new, mobile-first communication platform to ensure that:

• All associates have an opportunity to stay up-to-date on company events;
• Every PetSmart associate’s voice can be heard;
• Store, DC and field associates don’t feel disconnected;
• Associates have a social-style platform to connect with each other.

Central Bark: PetSmart’s Game Changer

In early 2023, PetSmart unveiled 'Central Bark'. More than just a communication tool, Central Bark, powered by MangoApps, is an inclusive platform to bridge communication gaps and connect associates from all across North America.

This isn’t just about delivering corporate messages. Central Bark provides a nexus of engaging content – from what’s happening in stores, DCs, and corporate offices, to being able to check associate schedules, accessing key HR-related tools and accessing content around DEI & Belonging, including a dedicated space for PetSmart’s six associate resources groups. Since launching, Central Bark has become the heartbeat of associate interaction and engagement. The app's unique design, echoing the brand's ethos with pet silhouettes as the key design feature, has quickly improved the way PetSmart reaches associates and the sense of connection felt by associates to their fellow team members and the company.

A critical aspect of Central Bark’s success has been its mobile-first approach. In today’s digital age, to truly resonate with associates and reach them where they are, PetSmart is leveraging the familiarity and ease of use of social media interfaces and mobile connectivity. This move has not only enabled real-time updates and accessibility, but also fosters a sense of community among PetSmart associates.

Impressive Results, Tangible Outcomes

Central Bark has redefined the way PetSmart delivers its internal brand narrative and highlights its associate value proposition. Associates have shared that they feel better informed and more connected while also valuing the ability to tap into the broader PetSmart associate community.

For retailers looking to revolutionize their frontline operations and foster a vibrant community of engaged employees, PetSmart’s Central Bark provides a valuable case study in best-in-class internal communications. With the right tools and vision, creating a unified employee experience can be the catalyst for transformative growth.

For those considering a similar journey, MangoApps stands ready to partner, drawing from experiences like of the work done in partnership with PetSmart to build a customized and unified solution tailored to your unique needs.

Together, we can redefine employee engagement for a brighter retail future.