Generally speaking, Petco does a great job with their marketing. This week I got an email driving me to their brick & mortar store where I purchased some very expensive chicken jerky treats for Data Kaycee, one of the highly acclaimed Dataman Group Data Dogs.
Data Kaycee loves her excursions to the pet store…because someone is always happy to give her a treat. We also always buy her lots of new toys and other indispensable “stuff” because we are in the store and it just happened to catch our eyes on our way to the register.
The friendly Petco associate rang up (does anyone ring anything up anymore?)…and stapled a coupon for $10 off my next purchase of $30 or more to my receipt. The coupon had the date, a bar code, the names of the companies the coupon was valid for….everything except the website address.
In direct marketing, effective marketing is circular, where each medium refers to the other. Consumers want to shop the way they want to at a given moment. This builds sales on both the website and in the store.
Nowadays when retail stores are concerned about traffic and chains are closing stores left and right, Petco missed an opportunity to keep me moving in that wonderful circular pattern, going from bricks & mortars to digital and back again.