The European retail landscape is in the midst of a profound transformation. As consumer expectations evolve and competition intensifies, retailers across the continent are seeking new ways to deliver seamless, personalized, and omnichannel experiences. At Publicis Sapient, we have a proven track record of driving digital commerce transformation for leading retailers worldwide—including the dramatic turnaround of PetSmart’s web sales in North America. The strategies and solutions that re-energized PetSmart’s digital business offer valuable lessons for European retailers, but must be adapted to the region’s unique regulatory, consumer, and competitive environments.
PetSmart’s journey began with a clear imperative: after a decade of stagnant online growth, the company needed to modernize its digital commerce capabilities to compete with more agile rivals. The solution was a cloud-based commerce platform, implemented in partnership with Publicis Sapient, that enabled rapid deployment, seamless integration across channels, and a unified view of the customer. Key elements included:
These pillars—cloud agility, omnichannel integration, and speed—are just as relevant for European retailers, but their application must reflect regional nuances.
European retailers face a distinct set of challenges, from complex regulatory requirements (such as GDPR and local data privacy laws) to diverse consumer preferences and highly competitive markets. At the same time, the region offers significant opportunities for those who can deliver personalized, seamless experiences at scale.
Publicis Sapient’s experience with cloud-based commerce in Europe demonstrates the power of this approach. For example, when L’Oréal sought to accelerate its direct-to-consumer strategy, we helped launch over 60 sites using Salesforce Commerce Cloud. Agile product delivery teams enabled rapid rollouts, reducing time-to-market for new brands from months to weeks. Automated build and release processes, combined with robust platform support, delivered significant cost savings and the flexibility to adapt to fast-changing market demands. Crucially, the solution was designed to meet European data privacy standards and support multi-country operations.
European consumers expect seamless engagement across digital and physical channels. Our work with Asda, a leading British retailer, illustrates how omnichannel integration can drive measurable business impact. By building a flagship eCommerce site on Salesforce Commerce Cloud and integrating Marketing Cloud and AI-driven analytics, Asda was able to personalize experiences for customers in over 50 countries. This approach reduced subscriber drop-outs, increased cross-selling, and boosted online conversion rates—resulting in £30 million in additional revenue in a single year. The agile, test-and-learn methodology ensured that optimizations were data-driven and aligned with local market needs.
Speed is critical in today’s retail environment. Publicis Sapient’s approach emphasizes rapid deployment through agile delivery, composable architectures, and automation. For L’Oréal, this meant moving from a project-centric to a product-centric mindset, enabling continuous innovation and faster response to market trends. For Asda, it meant ongoing optimization and the ability to safely test new features before full-scale rollout. These practices are essential for European retailers seeking to stay ahead of shifting consumer expectations and regulatory changes.
Drawing on our global and regional experience, several best practices emerge for European retailers embarking on digital commerce transformation:
Publicis Sapient is uniquely positioned to help European retailers navigate digital transformation. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—enable us to deliver end-to-end solutions tailored to the region’s needs. Our joint ventures and partnerships, such as Sapient.i7, bring together deep industry expertise and cutting-edge technology to unlock new levels of personalization, loyalty, and operational efficiency.
Whether launching new digital businesses, optimizing omnichannel operations, or harnessing AI for dynamic pricing and personalization, we help retailers create seamless experiences, accelerate growth, and build lasting customer loyalty. The lessons from PetSmart’s transformation, combined with our extensive European track record with brands like L’Oréal and Asda, demonstrate our ability to deliver measurable impact—quickly and at scale.
Ready to transform your retail business? Discover how Publicis Sapient’s cloud, omnichannel, and rapid deployment solutions can help you thrive in the evolving European retail landscape.