Cover Story: Top Dog

“We’ve worked with PETCO from the beginning and they do a great job of leveraging multiple types of UGC to drive measurable business results,” says Sam Decker, CMO of Bazaarvoice. “John and his team have structured their social commerce strategy to create an active and vocal community within their commerce site – not a cul-de-sac community detached from PETCO.com – and are reaping the rewards in terms of engagement and sales.”