Petco purrs over shopping site tactics

Share this content:

PALM DESERT, CA - An early adopter of online comparison-shopping, Petco once had 18 datafeeds for the various engines supplying the pet-supplies retailer with product information.

This was because at the time there were no third-party firms managing such information, John Lazarchic, Petco vice president of e-commerce, told eTail attendees last week.

Until this year, building and managing its own system for handling this particular area of its business had become very cumbersome, Mr. Lazarchic said.

Six months ago the company hired Channel Intelligence to manage all of Petco's product data and channel it to the various shopping portals in the required format.

As a result, Petco has seen its conversion rates and sales go up across the board. At NexTag alone, conversion rates have increased 45 percent since August, and sales have increased 37 percent, Mr. Lazarchic said.

One reason rates improved, he said, is the platform's ability to optimize Petco's product data in a way that the retailer couldn't do on its own. All comparison sites categorize their data in different ways. By getting Petco's products in the right place, Channel Intelligence ensures the retailer doesn't miss any clicks or get any inappropriate clicks.

The service improved Petco's ability to advertise the right products on each shopping site. According to Mr. Lazarchic, there is a small and unique subset of products that drives sales for each comparison site.

The strategy of promoting different products on each site changes seasonally. From mid-November through the end of December, Petco put its entire catalog of products back out to the shopping engines. It cost the company in terms of its ROI, but the acquisition rate made it worth it, Mr. Lazarchic said. In January, Petco immediately scaled back its product selection.

The biggest win for Petco since making the switch has been in the reduction of data management resources, Mr. Lazarchic said.

"Where it used to take two days to pull accurate reports, it now takes minutes," he said.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above