John Lazarchic

In the Darwinian world of the Web site, you either adapt, or die. Strike that. Perhaps you don’t die, and hopefully your company doesn’t either, but you can certainly lose ground to your competitors within a few dozen mouse clicks. John Lazarchic, vice president of e-commerce for Petco, a multichannel marketer of pet food, supplies and services, was determined to avoid such a fate for Petco.com, which was originally launched in July 1999 under the name Petopia.com. With Endeca’s site search tool and Bazaarvoice’s customer review program, Lazarchic found the applications that have helped turn Petco.com into an industry leader by sorting products by

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