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Retail / Omnichannel

Petz — Omnichannel Ecosystem

Connecting digital commerce, CRM and physical stores to create a more integrated omnichannel experience.

Product leadership across a multidisciplinary ecosystem connecting e-commerce, CRM, physical stores and internal systems.

Role
Product Leadership
Focus
Omnichannel · E-commerce · CRM · Integration
Period
2021 — 2023

~R$288M

First-year ecosystem revenue contribution

The ecosystem contributed approximately R$288M in first-year revenue — about 20% of company total revenue in 2022.

The context

Omnichannel is an ecosystem problem.

The initiative connected e-commerce, CRM, physical stores and internal systems to create a more integrated customer journey.

The challenge involved multiple channels and systems, not a single digital product.

The product challenge

How do you connect digital and physical experiences without treating them as separate products?

  1. E-commerce
  2. CRM
  3. Physical stores
  4. Internal systems
Conceptual view — not a technical architecture.

My role

Leading product across a multidisciplinary structure.

João led a multidisciplinary structure of 32 professionals across product, engineering and data.

  1. Product

    Connecting product priorities across the ecosystem.

  2. Omnichannel

    Supporting integration between e-commerce and physical stores.

  3. CRM

    Connecting customer relationships with the digital ecosystem.

  4. Operations

    Helping move repetitive activities toward higher-value work.

Additional impact

From digital order to physical store — and beyond.

~250 stores

Store pickup footprint

Store pickup was expanded to approximately 250 units.

400+

Employees in higher-value roles

The ecosystem enabled more than 400 employees to shift from repetitive activities toward higher-value roles.

~15–20%

Repeat purchase growth

Associated with the broader ecosystem.

~25%

Reduction in digital incident response time

Associated with the ecosystem/integration initiative.

What I learned

Three professional takeaways.

  1. Omnichannel is more than channel integration.

    It is about one customer journey across every touchpoint.

  2. Product leadership often means aligning systems that were never designed as one ecosystem.

    Much of the work is connecting what already exists.

  3. Digital transformation creates value when it changes the operating model, not only the interface.

    Operational change is where much of the value appears.

The takeaway

Connecting channels is ultimately about connecting the customer journey.

Petz shows product leadership across an ecosystem of channels, systems and teams.