Cover Story: Top Dog
PETCO fosters customer loyalty with a cross-channel approach and user-generated content
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“We’ve worked with PETCO from the beginning and they do a great job of leveraging multiple types of UGC to drive measurable business results,” says Sam Decker, CMO of Bazaarvoice. “John and his team have structured their social commerce strategy to create an active and vocal community within their commerce site – not a cul-de-sac community detached from PETCO.com – and are reaping the rewards in terms of engagement and sales.”
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Melissa Campanelli
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Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.
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