Petco re-launches Petco.com to link web and retail stores more closely

San Diego-based Petco Animal Supplies Inc. has re-launched Petco.com to more closely tie the web site and retail chain together into an integrated brand, Petco announced today.

"Completing the re-branding project culminates the first phase of our original plan for the total integration of store and e-commerce operations," said Mike Woodard, Petco senior vice president of business development. "We have fully integrated our store product assortment and most promotions. Now we will build on this success to complement our product assortment, further improve site functionality and tailor features to meet the desires of individual customers.”

Petco had entered Internet selling in a joint venture with petopia.com, one of the original web-based pet food and supplies sites. Petco acquired selected assets of Petopia late last year and began the transition to Petco early this year.

IRCE 2008 Conference Multi-Media CD-ROM

Petco says Petco.com incorporates the look and feel of the stores, using some of the colors found in Petco stores, print advertising and in-store signage in the re-branded home page.

"Our integrated approach has created a symbiotic relationship so that our more than 560 stores help promote our e-commerce business. This constant reminder to our store customers encourages them to browse and learn about our product offerings online. What we`ve found is that a growing number of our store customers have researched or browsed products online and then purchased them at their neighborhood Petco," Woodard said. "We are providing the ultimate convenience, knowledge and selection to meet consumer needs whether they want to go to a store or have the products sent directly to their home."

Petco says the next phase includes adding depth to the online product offerings, possibly including specialty books and organic foods. "Our objective is to add even more specialized items that may not be available in our stores. This will add further value to the site and offer customers unique products not readily available elsewhere," Woodard said.

Petco operates more than 560 stores in 42 states and the District of Columbia.