Essay about Petco.Com: Turning Negative Reviews Into Positive Sales

871 Words Oct 28th, 2012 4 Pages
Customer-Centric Philosophy
Petco has a very strong personnel policy and code of ethics which put animals first. They focus on hiring animal lovers first regardless of their retail experience. Hiring animal lovers first gives the employee a better opportunity to establish a relationship with the customer. Then they have a great employee training program focusing on animal care then on customer relations. Their strategy is one that focuses on both customer and employee engagement. Employee engagement is very important in this process because an employee who has a voice and is treated well is more likely to treat the customer better.
They know that the type of customer they attract has a deep loyalty to their animals. They try to
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Using the customer feedback in advertising is a great marketing strategy and with today’s technology it is inexpensive and easy to gather this information. Consumers trust the opinions of their neighbor much more than the opinion of a large sometimes faceless company. By using this strategy they have developed a neighborhood type environment bring pet lovers together.

Customer Types and Promotions
Petco has determined that women are the most likely consumer to write a review on their website. This makes sense because they tend to be more dedicated to their pets and perform more research when making a purchase. Most men are not “shoppers” they just go the local store and buy what is available and would not be as likely to write a review.
Since it is women who are the highest percentage of consumers participating on their website they should tailor their advertising to this type of consumer. Using their website data they can determine which products are hot sellers and use this data to promote these products. They should create advertising that is more appealing to these consumers by looking at the interests of the consumer and determining what is important to them. In a sense this gives them the ability to get to know their customers personalities and enables them to market better to these customers.
There is a fine line in this