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 demonstrate this same sense of loyalty to animals; which is appealing to their customers. Their customer review capability on their website gives the customer a feeling that their opinions are important. This also gives the customer the ability to be a member of a “community” and share advice with other animal lovers. More importantly, they take action on some of the reviews. They reconsider product lines and make improvements in their stores based upon the reviews. If customers are going to take the time to go to the website and write a review they want to know that it is going to matter.
After reviewing several products I was very surprised to find that most of the reviews were four or five stars. This is surprising because the people that complain tend to be more vocal. In fact, I did not see any many products with less than three paw reviews. This could be because Petco takes action on negative reviews and possibly removes the items receiving poor reviews from their inventory. There are several reviews that Petco could use in their advertising and since this is a form of Data Mining they can use the information collected in the reviews to focus their e-mail advertising on specific groups of customers. I found...
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