Traditional business models usually include making a personal connection with your customer to ensure follow up business. Television and online sales, although increasingly popular, miss that personal touch that brings customers back. They are often one-way communications. Online businesses are trying to bridge that gap. More and more businesses are adding personal sales people and blogs to their sales plans; some companies will invite customers to be the personal Facebook friends of their representatives.
Take Beachbody.com as an example. They are the company that markets P90X. Besides the videos and some instructions on their website, Beachbody has a number of blogs that add that personal touch. There are message forums where recipes are shared and support is provided. Company representatives share some of their personal experiences with the products, allowing the customer to get to know them on a more personal level than with traditional online purchases. Information is bi-directional, like in a one-to-one transaction. This encourages customers to keep coming back to the site, which often leads to additional purchases as new or support products are offered.
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