e-Tailers Turn to Blogs

Online merchants – e-tailers – have taken to the blogosphere, according to a New York Times article from Bob Tedeschi.

Among the e-tailers testing blogs are Bluefly.com, Ice.com, and eHobbies. Some are even burying coupons within posts as a means of enticing visitors to come back. (Wouldn’t you think compelling content or a dialogue with customers would do the trick?)

The blog from Bluefly.com-Flypaper — appears to have a couple authors (identified only as “wendy” and “laura”) commenting on fashion and reporting on some quirky fashion news. I suppose that might appeal to some, although commenting is light-and that’s a charitable characterization.

Catch the NYT article before it vanishes from public view.

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Shel Holtz is principal of Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.

As a professional communicator, Shel also writes the blog a shel of my former self.