Magazine article ADWEEK

Lifelong Journeys Driving Transformation Priorities: TARIQ HASSAN: PETCO'S CHIEF MARKETING OFFICER SHARES HIS LEADERSHIP TIPS ON THE CMO MOVES PODCAST

Magazine article ADWEEK

Lifelong Journeys Driving Transformation Priorities: TARIQ HASSAN: PETCO'S CHIEF MARKETING OFFICER SHARES HIS LEADERSHIP TIPS ON THE CMO MOVES PODCAST

Article excerpt

ENGAGEMENT

The first thing you do is put your customer at the center and ask [yourself], what are the need states that they have? Customers are helping us get there and to be able to leverage data for them to have the same kind of human analog access to medical and health information is exactly where we're going for tomorrow. The same way that you can text your primary care physician and ask a question--those are the things that will differentiate. Customers want to know that someone's on the other end looking out for them.

EMPOWERMENT

The role of a CMO extends well beyond what we do from marketing externally to our customers and really understanding the experience they'll have in our stores. But that also means understanding what is it that our employees in 1,500 stores are understanding, what they see, what they hear, because they're real time. How do we help them? How do we make sure that they have the information that they require to be able to engage those guests in a very different way? Who else is more important to empower than the folks that are greeting the customers in the stores.

INCENTIVE

We tend to have an over-fixation on focusing on what's broken. The proverbial red light, yellow light, green light--too often, when we do those exercises, we'll focus on the red lights because that means there's a problem. But that may not be the most meaningful value return for the customer. We're doing a lot of work right now to help our employees understand what's important for the customer, how they're doing on those things, and then rewarding them for their ability to act on the things that add value rather than just focusing on red lights. …

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