OPERATIONS

Petco names president of its small-format division, Unleashed by Petco

BY Marianne Wilson

San Diego — Petco today that Brad Weston, currently executive VP, chief merchandising officer, has been named president of the company’s small-format division, Unleashed by Petco. In this newly created and expanded role, Weston will drive all future strategy and operations for Unleashed by Petco, while continuing to lead merchandising for the Petco brand.

"Brad is a world-class retail executive who has consistently demonstrated both passion and effective leadership for our business, helping to improve the customer experience, drive product innovation, build talent and achieve results," said Jim Meyers, CEO, Petco CEO Jim Myers said. "He’s built a strong merchandising leadership team for Petco and we’re confident in his ability to take on this additional responsibility to drive continued growth and differentiation for our Unleashed by Petco brand."

Unleashed by Petco stores provide a tailored assortment of mostly dog and cat products focused on natural foods and "Made in the USA" brands. The stores also offers a variety of services including dog training, vaccination clinics and pet parties, as well as grooming and self-service pet washing at select locations.

Petco introduced Unleashed by Petco in 2009, and it has since grown to more than 100 locations across the country, making it the fifth largest U.S. pet specialty chain if it were a stand-alone brand. In 2013 alone, a total of 38 new Unleashed stores were opened throughout the United States.

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MARKETING/SOCIAL MEDIA

Report: Google tracks Web ad influence on in-store purchases

BY Dan Berthiaume

Mountain View, Calif. – Google is reportedly piloting a service known as In-Store Attribution Transaction Reporting in AdWords that lets retailers compare how their AdWords Internet search campaigns affect in-store sales. According to the Wall Street Journal, the service matches data from anonymous tracking cookies to in-store sales data provided by technology providers including DataLogix, Acxiom, LiveRamp, and Epsilon.

AdWords allows companies to place ads next to select search results and pay for click-throughs. The pilot Google program, which includes Michaels Stores Inc. and several other unidentified retailers, match anonymous numbers assigned customers to their personal profiles and purchase histories that are collected through various loyalty and marketing programs.

Thus retailers can be notified when someone who clicked through an AdWords advertisement made an in-store purchase, without the customer’s specific identity being revealed. This allows Google to give retailers an idea of how many in-store sales individual AdWords advertisements generated.

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MARKETING/SOCIAL MEDIA

Whole Foods Market named best brand on Pinterest

BY Marianne Wilson

Austin, Texas — Whole Foods Market claimed the honor for best brand on Pinterest at the Shorty (the Shorties) Awards on April 7. The Shorties are an annual awards event that honors the best short-form content creators on Twitter and on other social media sites.

Whole Foods Market joined Pinterest in 2011, and currently has 180,000 followers.

“At Whole Foods Market we are always looking for new ways to reflect the immersive visual experiences of our retail spaces in an authentic and compelling way in our visual spaces,” said Natanya Anderson, social media coordinator for Whole Foods Market. “Pinterest provides us a unique opportunity to create a strong connection with our customers through visual story telling in a way that they want to collect and experience time and again – a unique value proposition of the digital world. We’re thrilled to receive the Shorty Award because it validates our main digital marketing approach of establishing online communities with our customers focused on shared values and passions.”

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