Chewy
2025 Winner
Newcomer Award
17,000+
Employees
2.5M
Assets in Bynder
$1M
in cost avoidance by skipping a legacy platform upgrade
Background
Chewy is one of America’s leading online retailers for pet food and supplies, serving over 20 million customers with more than 115,000 products. Since launching in 2011, Chewy has prided itself on combining the personalized service of your neighborhood pet store with the convenience and speed of e-commerce.
As the company scaled, its legacy DAM struggled to keep pace, slowing teams down with duplicated assets, frequent system crashes, and time-intensive manual workflows.
With customer expectations high and content demands growing even higher, Chewy needed an agile, user-friendly DAM that could fuel and scale its massive e-commerce engine. After a thorough 14-month vendor evaluation process, Bynder was brought on as the solution in November 2024.
2.5M+ assets migrated and made easily searchable
$1M in cost avoidance by skipping a legacy platform upgrade
42K+ assets published monthly to e-commerce pages
Why Chewy is a winner
The speed and scale of Chewy’s adoption of Bynder has been remarkable. Within months of launching in Q4 2024, the team migrated over two million legacy assets, restructured its entire content pipeline through automation, and began serving 42,000+ product detail page assets to its website every month.
Beyond storage and distribution, Chewy is also using CX User Community to create and launch custom guides and “microsites” tailored for different user groups. Healthcare and veterinary business units are equipped with relevant training resources, while curated content collections enable consistent, omnichannel brand storytelling for marketers. Bynder Studio is also scaling the creation of personalized flyers, presentations, and other brand assets in record time.
What’s more, approximately 10 times more teams now use Bynder than Chewy’s legacy solution. From marketing to healthcare, Bynder has become Chewy’s go-to content engine, supporting use cases ranging from campaign execution to internal training.
The rapid adoption and multifaceted use of the Bynder ecosystem make Chewy a worthy winner of this year’s Newcomer Award.
“Bynder provides enhanced performance, usability, and automation capabilities, ensuring that our content operations are more efficient, cost-effective, and scalable for the future.”— Jeffrey Ross, Post Production & Marketing Technology at Chewy
How they did it
The challenge
With Chewy growing fast, its previous DAM was quickly becoming unfit for purpose. Searching was unintuitive, features were limited, and it was time-consuming to maintain. With upgrade costs projected at over $1M, Chewy knew a change was needed if the company was to keep pace with content demands in a competitive e-commerce environment.
The solution
In a matter of months, Bynder has become central to Chewy’s content operations, providing a single system of record for all product, brand, and marketing assets. Migrating two million assets from multiple legacy systems, Chewy is now using the platform to automate workflows and maximize content value:
- Product asset delivery at scale: 42,000+ product detail page (PDP) assets are published monthly to Chewy’s e-commerce site via Bynder, powering digital storefronts for 3,950+ brands.
- Improved brand consistency: Centralized access to brand-approved guidelines, content templates, and assets, curated for different roles, ensures consistent brand storytelling across touchpoints
- Closed-loop approvals: External vendors can easily upload assets to manage content submissions and approvals directly within Bynder, accelerating time-to-market for Chewy’s recent multi-million dollar “Sponsored Ads” website program
- AI-powered discovery: Whether it’s Search by Image, Natural Language Search, or similar asset detection, Bynder AI makes it easy to find the right asset without needing to rely on specific keywords or metadata tags
- Self-service content creation: Teams are using Studio to create and personalize content at scale using brand-approved templates, meeting Chewy’s high-volume content demands
- Fast onboarding: Curated landing pages and training resourcing built using CX for User Communities have helped teams onboard teams rapidly while also boosting content reuse
“Because we migrated over two million legacy assets without metadata, Bynder AI has been instrumental in finding those assets. Using Natural Language Search or Similarity Search, the Product team is able to filter through the two million assets quickly, which previously would’ve been impossible.”— Jeffrey Ross, Director, Post Production & Marketing Technology at Chewy
The impact
Still in the early stages of its DAM journey, Chewy is already demonstrating remarkable ROI with Bynder:
- 2.5M+ assets migrated and made easily searchable via Bynder AI
- $1M in legacy system upgrade costs avoided
- 42,500+ assets published monthly to e-commerce PDPs
- $350K/day “Sponsored Ads” program enabled by centralized, automated content approvals with external vendors
- 10x more teams using Bynder compared to its previous DAM
What the judges say
Chewy is the perfect example of what a large, digitally-native enterprise can unlock when they walk away from a legacy system and embrace the full benefits of Bynder’s DAM.— Alexandra Lingard, Principal, Strategic Resources Group at THL
Looking ahead
With a strong foundation in place, Chewy is eager to deepen its use of Bynder, particularly its emerging AI solutions that can further automate workflows and amplify the impact of its content in the competitive e-commerce space. With its entire content ecosystem now consolidated and optimized for business growth, Chewy is well positioned to scale faster, smarter, and more efficiently.
