This is the fourth in our series of key takeaways from some of the presentations and panel discussions offered at the Social Commerce Summit in May 2008.

Bryan Eisenberg, Co-founder of FutureNow and author of bestselling books Call to Action and Waiting for Your Cat to Bark, challenged summit attendees to design sites that meet the needs of different types of visitors.

As an example, Bryan discussed how your different shopper modalities (or Personas) would prefer to shop for movies.

  1. Spontaneous (hip, stylish customers) – would be drawn by new and popular titles
  2. Humanistic (relationship-oriented) – most responsive to customer reviews and top-rated products
  3. Methodical (categorical and detail-oriented) – would likely shop by genre and read full descriptions
  4. Competitive (those who know what they want) – shop directly by actor, title, director, etc.

With customer profiles, you can help reviewers establish credibility amongst other members in the community and can further employ ratings and reviews to help your shoppers find the products that will most appeal to people like them.

Read more from Bryan about personas here.

2 Responses to “Bazaarvoice Summit Cliffnotes #4: Bryan Eisenberg: Persona-lization through UGC Merchandising and Marketing”

  1. Thanks for the review Sam. We should also not forget the power businesses can have by leveraging UGC and personas in rewriting product descriptions to improve conversions.

  2. Thanks for the review Sam. We should also not forget the power businesses can have by leveraging UGC and personas in rewriting product descriptions to improve conversions.

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