Problem: Eastwood, a catalog/multichannel retailer of tools and supplies for customizing and restoring motor vehicles, sought to drive greater revenue and profits via e-mail marketing while reducing costs.
Eighty-five percent of U.S. and European consumers claim that word of mouth recommendations from friends, family or colleagues typically are more trustworthy than corporate-generated content, said Peter Kosciewicz, director of e-commerce for vehicle customization merchant The Eastwood Co., citing a Datamonitor survey in a session at the Internet Retailer conference held earlier this month in Chicago. Using that data as a catalyst, Kosciewicz explained how The Eastwood Co. has developed on online community dedicated to its products. 1. Find a conversation and listen in. Kosciewicz surfed the Internet looking for auto parts and customization Web sites, message boards and online forums to find out whether