Changes at the top at leading pet supplies business

Cheshire based Pets at Home is planning to tap into the online market as part of a major shift in strategy.

And the firm has made a key appointment as part of the new approach.

Robert Kent, who has worked with the Royal Mail for the last eight years, has been appointed chief data officer at the Handforth company.

The aim is to tap into its customer data to increase the size of its business.

In a statement to the market the firm also revealed that it is parting company with Andrei Balta who led the vet division.

Pets at Home is the country’s largest pet supplies retailer, with more than 370 stores and 6,000 employees.

Chief executive Peter Pritchard said: “It is six months since I took over the role of group CEO and trading momentum continues right across the business.

“I am taking the time to assess our strategy and develop the plan that will ensure Pets at Home remains successful over the long term.

“I have spoken before about my intention to focus more on digital assets, tap into the vast potential of our data and take action to ensure our vet business reaches its full potential.

“I am committed to transforming Pets at Home into an integrated pet care business, with the best leadership team to deliver our vision.

“I’m therefore delighted that Robert Kent will be joining us as chief data officer. The CDO is both a new and strategically important appointment for Pets at Home, where Robert’s wealth of expertise will help us maximise the value of our data.

“In particular, uniting the huge volume of pet and customer information that sits within our VIP loyalty scheme and veterinary client databases, so we can deliver products and services to customers that are more relevant and convenient.

“We will also see the departure of Andrei Balta as CEO of the Vet Group.

“After seven years with both the veterinary and retail businesses, Andrei has decided to leave and I would like to thank him for his contribution to Pets at Home. I will temporarily assume the role of Vet Group CEO and facilitate a thorough and orderly handover with Andrei.”

Robert Kent said: “Pets at Home is a specialist retailer that has been very successful in the UK pet market.

“Now is the time for the business to take the next step towards becoming a world class pet care provider, which will need a more integrated, fast moving approach to meet pet owners’ needs.

“I look forward to working with Peter and the team to unlock the wealth of data within the business, so that we can better deliver the products and services customers really want.”

Robert Kent joins the business from Royal Mail Group, where he was chief data officer for nearly eight years and head of programme delivery for two years.

Before this, he held senior roles at Carphone Warehouse, including head of IT, as well as strategic roles at Epiphany UK and Capgemini.

Mr Kent will join the business at the start of November, reporting to Peter Pritchard. He will also become a member of the group executive management team.