PETCO.com received the eTail Award for Search Optimization this week, presented during the 9th Annual eTail conference held August 11-14 in Boston, MA. This is the first year this award was presented at the World Business Research-sponsored event designed to honor, recognize and promote true best practices in Multi-Channel Retailing.
(Photo: http://www.newscom.com/cgi-bin/prnh/20030603/PETCOLOGO )
PETCO.com utilized Coremetrics Marketing Management Center and partnered with search marketing agency NewGate to optimize the value and performance of individual Internet keyword searches, by tracking more than 4,500 keywords across multiple search engines. PETCO.com's ecommerce marketing group then analyzed that data to make real time adjustments that ultimately brought more qualified buyers to their site. The analytical process and quick implementation enabled PETCO.com to reduce acquisition cost per new customer while boosting order volume and increasing gross margin contribution, by cutting poor performing keyword buys and re-investing in top keywords.
"This application was innovative because it leveraged revenue performance data from each individual search term to optimize marketing investment decisions," said Mike Woodard, PETCO's Senior Vice President of Business Development. "The process is a quick and easy way to get the most value possible from our paid search media budget."
Heather Blank, PETCO's Director of Ecommerce marketing, accepted the award on behalf of PETCO.com.
PETCO.com offers more than 7,000 products online, including specialty items not found in PETCO stores, and delivers to all 50 states plus APO and FPO boxes. PETCO.com also offers scheduled home delivery service of popular items like pet food and cat litter through their "Bottomless Bowl" program. PETCO
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SOURCE: PETCO
CONTACT: Shawn Underwood of PETCO, +1-858-909-4662,
Web site: http://www.petco.com/
