Learn about the incredible value of an online preference center and how critical it remains as we move toward adding new channels such as social and mobile. Giving customers the opportunity to tell a marketer their channel and content preferences means happy customers and higher ROI. PetSmart will demonstrate how they use their online account management, enabling targeted multichannel communication. Session attendees will learn how users of the site have become more engaged in the PetPerks loyalty program through targeted offers, social promotions such as the holiday e-card, and later this year, a pilot rewards program.