E-catalog: Web Content

To build brand loyalty, consumers are invited to join a club/membership that enables them to accumulate points toward free merchandise. Points are accumulated by shopping online and offline, are tallied automatically and seamlessly connected in the database.

To keep the traffic flowing, Big Dogs offers “Hallbarks,” an electronic personalized greeting card service. Owners also can post pictures of their dogs. Big Dogs participates in several affiliate marketing programs, including one with PetSmart. And it sends direct mail pieces to promote the Web site.