PetSmart acquired Pet360 for $130 million in cash and up to $30 million more in future performance-based payments.
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Vans agrees, saying it is counterproductive to push products. “We don’t want the blog to be a mouthpiece of the organization. If we try to insert sales or marketing messages, it’s just going to be so obvious. The way to do it is not to do it,” Palladini says. “Take an honest, genuine and entertaining approach and it will lead consumers back to your products. If you do that, the blog will ultimately move product at the end of the day.” l