Cover Story: Top Dog

"Consumers today are looking for value, so special offers and discounts are more important to the average user than ever before," Lazarchic says. "Email is an important way for us to communicate with our shoppers and distribute coupons and offers that bring them into the store."

PETCO takes a serious approach to email marketing. It offers targeted content in its e-newsletters — e.g., cat owners receive different information, specials, promotions and coupons than dog or bird owners. Also, when customers first sign up for its e-newsletter, they receive a sequence of five emails over a five-week period. According to Lazarchic, "The emails educate people and bring them into a relationship with the PETCO brand and each channel."