Pets at Home has announced a new partnership that will see its online visual imagery and dynamic media managed on cloud-based technology by Amplience.

The specialist retailer will utilise the vendor's Big Content Cloud to run its full repertoire of content, keep assets up-to-date and produce new content without the need for additional developer work. The ultimate aim of the collaboration is to drive conversion and brand value.

Pets at Home is the UK's largest pet supplies retailer and its website reflects much of the company's in-store offering, with multiple pages focused on advice relating to the various aspects of buying and keeping pets. As the business has grown and added services – which includes the acquisition of multiple competitors and veterinary clinics in recent years – so too has its library of online content.

James Brooke, CEO and founder of Amplience, said: "Rich and engaging content is one of the key drivers in online sales today.

"The importance of sophisticated dynamic media in cementing a brand's online presence is crucial, especially in the crowded eCommerce landscape."

News of Pets at Home's work with Amplience comes after the retailer' deployment of SAP's Promotions Management for Retail (PMR) software, a project led by SAP's integration partner Retail Solutions. The tech investment has been made to enable Pets at Home to consistently manage promotional activity across all of its channels by providing a single system of record along with the management of vendor funds and rebates, deals, offer management and best practice promotions execution.

Pets at Home's most recently announced financials, representing the 16-week period from 1 April to 21 July 2016, revealed year-on-year like-for-like revenue growth of 2.7% – said to be driven by the company's advanced nutrition offering, its omnichannel development and vet and grooming services. Sales growth in health & hygiene products was also reported.