New content management system keeps online operations humming at Petco.com
Putting customer-generated reviews on the site and weaving them into e-mail marketing efforts has boosted sales and response rates at Petco.com. But a new content management system is one more reason online operations at Petco.com are running more efficiently this year, vice president of e-commerce John Lazarchic tells Internet Retailer.
“The development of our own internal content management system allows us to update the site content without the need for developer involvement,” Lazarchic says. “While that’s not a change in our customer-facing strategy, it made a major difference in our internal processes, which allows Petco.com to continue to run on a very lean team of people.”
The internally created system makes it possible for Petco’s usability manager to update the site as needed; for example, using time-triggered events to update promotions and other content. The system not only increased the effectiveness of Petco’s content publication process, but also has greatly reduced the workload for its web developers in terms of non-development activity. “For us, this was huge,” says Lazarchic.
Petco.com is No. 170 in the Internet Retailer Top 500 Guide to Retail Web Sites.
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