MarketingSherpa, PETCO and Amazon


I love MarketingSherpa. If it weren’t for Anne Holland and Company, I probably would never have ended up in this industry.

And the MS folks have been really good about keeping us marketers on the right side of the law. They did a great job with CAN-SPAM 2003 when it first came out. Not two weeks ago, they did a piece on email marketers who are getting sued for using patent-infringing technology.

So I was really surprised to see this piece on PETCO. It’s a great piece, it chronicles how PETCO made their customer comment section into an important part of their website. I was ready to send it to one of my customers and then suddenly remembered that Amazon received a business process patent for customer reviews, which even included leading customers to a webform to fill out that review.

Whether Amazon is planning to pursue the patent or not, and even if PETCO’s customer review system is outside of the Amazon patent, I thought MarketingSherpa should have pointed out the legal pitfalls. Maybe they will down the road.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

  • anne

    Thanks for your blog mention! As we noted in the article, PETCO has outsourced the tech that powers this initiative to a 3rd party vendor called BazaarVoice, I assume this means PETCO doesn’t have to worry about being sued, and Bazaarvoice who are fairly smart guys (Sam Decker who formerly headed a lot of Dell’s online marketing is one of them) have lawyers advising them.

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