Backcountry.com’s President John Bresee discusses user generated content and how his company has been able to leverage all those free worker bees into increased sales, in an interview with BusinessWeek.
Our belief is that user content should exist to directly support the products we sell. So we don’t have a video area where people can upload videos of people snowboarding. We don’t have any authority in the world of snowboard videos, but we do have some authority in that we’re good at selecting products for snowboarding. So that’s where the content goes—right on the product description pages.
Not exactly a new idea, but it appears to be working for them.
[Link: BusinessWeek]
those guys are the kings of cut and paste product ‘information’… but as you mention, it appears to work. if you really want to get a true feel for a product, go old school-walk into a shop. wow, what a concept.
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