en.Wedoany.com Reported - Tiendanimal has become a benchmark in the pet care sector in the Iberian Peninsula, building an omnichannel logistics ecosystem that combines its online e-commerce platform with a network of physical stores and professional pet services. Belén Muñoz, the company's e-commerce manager, discussed the operational logic of this system, the technologies it relies on, and the main challenges faced in its operations during an interview.
Tiendanimal's business model is based on the concept that customers do not differentiate between channels, leading to the creation of a unified 360-degree ecosystem. At the operational level, a unified structure connects inventory, orders, and deliveries in real time, ensuring efficient management of each order. The omnichannel strategy is central, offering options such as home delivery or free in-store pickup (click and collect). To ensure a consistent experience across all touchpoints, Tiendanimal works directly with sellers to ensure that delivery times and customer response speeds meet its quality standards, continuously monitoring processes to identify areas for improvement.
Given the high volume of traffic and daily orders, the main challenge in order preparation and shipping is managing complexity. The product catalog exceeds 37,000 items, and frequent demand requires high precision in the operational chain. In order preparation, a key challenge is coordinating the flow of home delivery orders and in-store pickup orders within an omnichannel environment. In terms of traceability, Tiendanimal uses digital systems to track each order throughout the entire process, ensuring that real-time information can be provided to customers and issues can be quickly addressed in an environment involving multiple logistics participants. Additionally, data analysis is used to improve operational planning and optimize preparation and shipping processes.
When dealing with demand peaks, Tiendanimal's strategy is based on anticipation. By analyzing historical data and behavioral patterns, it predicts demand increases and adjusts inventory and operational capacity in advance. At the same time, it maintains a flexible structure that can quickly adapt to peaks, integrating its store network into the omnichannel model to achieve broader reach. Finally, it coordinates planning with logistics partners to ensure transportation capacity meets demand, thereby maintaining stable service levels and a consistent customer experience during peak periods.
For the last mile of e-commerce in pet products, orders have a higher average weight, especially for food items, and purchase frequency is high. Customers value reliability and convenience more. Therefore, Tiendanimal strives to offer different delivery and pickup options to suit each customer's preferences. The high repurchase rate means that each delivery is part of an ongoing relationship, requiring high standards in every interaction. The combination of the online channel and the store network helps provide greater flexibility and a sense of closeness, improving the last-mile experience.
Digitalization plays a key role in coordinating sellers, logistics, and end customers. By connecting all participants, it ensures smooth and transparent information flow. With a technological foundation, orders can be managed in real time, and each shipment can be tracked. Furthermore, advanced analytics tools and solutions based on Artificial Intelligence are being introduced for demand forecasting, improving operational planning, or personalizing the customer experience. These technologies enable Tiendanimal to meet demand more efficiently and proactively, continuously improving its omnichannel model.
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