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Central Garden & Pet Co. has partnered with Profitero Inc. to help accelerate its e-commerce growth, a move that was prompted by the surge in online shopping in the garden and pet categories, officials said in a statement.

The growth rate and adoption of home and garden e-commerce is growing two times faster than any other category, and pet e-commerce has grown five times in the past five years, officials said pointing to a Packaged Facts’ U.S. Pet Market Outlook 2021-2022 report. This “explosive growth” will continue to make online sales the fastest growing channel for years to come, officials added.

“E-commerce continues to experience incredible growth across both the garden and pet industries presenting new and exciting opportunities for Central and our retail partners,” said Mike McGoohan, senior vice president of marketing and strategy at Central Garden & Pet, which is based in Walnut Creek, Calif. “Our partnership with Profitero will help provide better visibility into our consumers’ shopping experience at the digital shelf, which will ultimately increase basket size, drive attachment rates and grow our businesses.”

Through the partnership, Central Garden & Pet will have a full view of its e-commerce business across eight retail partners, according to officials. The Central team will utilize Profitero’s digital shelf analytics and share data to enhance its online strategy from strengthening its digital supply chain and product content to optimizing retail media campaigns, officials further noted.

“Across the board, brands are realizing that e-commerce shopping behaviors are here to stay and in order to unlock the full potential of this shift online, they need to have the right partners to guide them,” said Sarah Hofstetter, president of Profitero. “It’s not just about being online anymore, because every brand can be online. We’re helping brands be more competitive, giving them the data, tools and actionable insights that will put them in the best position to win online and successfully grow their business.”

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