Animal Supply Co., a distributor of pet supplies to more than 7,000 independent retailers, is building out a digital strategy to help its customers better compete against the largest online merchants.

“The goal of our digital strategy is to use innovation to strengthen the relationships between brands, retailers and consumers, resulting in better outcomes for all,” says Angela Spears, senior vice president of digital strategy and marketing. “The digital products and solutions we are developing are transforming our business and preparing us for the future.”

In its most recent digital project, Animal Supply last week launched a mobile app designed to speed up the ordering process for its client retailers. The app, available for Apple and Android mobile devices, lets buyers scan product barcodes to find and order items from ASC’s catalog; view available inventory; make reorder lists of commonly purchased products; and check order status.

“With the ability to scan barcodes with my phone, I can start a new purchase order or add an item to an order in progress while I am on the sales floor with a customer, and finish it later from my desktop,” says Elizabeth Jones, store manager and buyer at merchant Pet Oasis in Bermuda Dunes, California. “I also like how I can research my previous orders and credits right from my phone.”

Animal Supply also recently launched a fulfillment service that provides two-day shipping to its client retailers’ customers for orders merchants receive online or in their stores. “With this service, retailers can fulfill orders from any number of online sales channels as well as in-store, giving them the ability to compete with Amazon and Chewy,” ASC says.

Animal Supply launched its B2B e-commerce site earlier this year on the OroCommerce platform from Oro Inc., with web design services from Bottle Rocket. Irving, Texas-based ASC, with about 1,300 employees, operates 10 fulfillment centers and ships to more than 15,000 retail outlets.

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