What's happened to the J. Peterman company, and no I'm not talking about the Seinfeld character. (for those of the millenial generation, google Seinfeld TV show, and Peterman - or go here)
The J. Peterman company is a catalog retailer that had a cult following and a brand personality that was completely unique. Their catalog was a work of art in and of itself, but somewhere between the dawn of the Internet and web 2.0, they went by the wayside.
So how could that personality and flair fail to resonate with Internet browsers? Its all in one, little, distinct word - engagement. The company didn't engage with its consumers online, a place where it's uniqueness and creativity could actively create dialog with its prospective users. In other words, J. Peterman didn't embrace the social aspect of the Internet to truly create one on one relationships with its buyers.
Read More of how engaging your audience can help boost sales and create new relationships with your customers.
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