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.
Peter Kosciewicz
Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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
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