UKNM: RE: UKNM Digest V1 #340

[John Braithwaite]

Simon wrote:


Personally I love it... a (un)triumph of marketing over content (but then

I'm odd and prefer content

over marketing).


The products should be cheaper on the net. Boo is more expensive... and the

market they have aimed

at is price conscious. The recently offered price discount will not fool

anyone. It is too late. The

marketing bods originally promoted the site when goods were full price. Most

people who were going

to visit it visited it then, found a site that was poorly executed (or

didn't execute at all!) and

expensive... they won't come back...  whatever they are offered... there are

loads more e-commerce

sites out there.


Boo. Blown it (unfortunately).

Boo has damaged online comerce. A huge failure.

Very annoying indeed.


JB writes:


I think it's far too early to write off Boo. Although their site is a little

cumbersome, I have changed my view on it a little from when it went live -

it's OK and does have some neat touches.


The discounting issue is an interesting one. IMHO I think that comprehensive

discounting was the only way it could go after realising that people weren't

complete mugs - and that's what they've done. They are now cheaper than

Covent Garden and other city fashion centres and that's what it's all about.

The marketing they're aiming at will spend over �150 on a fleece - so they

can't be THAT price sensitive.


As for content over Marketing (or should that be design rather than

marketing?), you can only focus on content if you have it. Who wants to read

pages on the way that Timberland delicately prepare and fabricate each of

their shoes? Exactly - Boo sells clothing - objects, not content. Their site

does work well in some ways, allowing browsing by brand or clothing style -

male / female etc. It's use of Icons is very good and I think, given a

little time and polish (and the launch of an HTML version), it will do the

job.


The site that I have worked on is for content - but only because that was

the best way in which to interest our customers - who are into books -

content.


Cheers! Have a great Christmas!



JB


+++++++++++++++++++++++++++++++++++

John Braithwaite

http://www.thegoodbookguide.com

Tel:  + 44 20 7490 9901

Fax: + 44 20 7490 9909

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