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It’s always a treat to discover a new gem in a crowded online marketplace. And once again, the big guys can learn something from the small start-up.
However, it’s important to preface this by saying that the site is by no means perfect. It’s crowded, often difficult to navigate and throws too much information at its visitors. But what makes
With the growing popularity of sites such as YouTube and Google Video among Gen Yers,
The site’s educational videos provide insight to consumers on how to maintain and use certain kiteboarding equipment. They discuss why some items may be better suited for different levels (beginner to advanced) and provide tips on how to use those products.
Videos help consumers make smart and confident purchasing decisions. They also serve as a built-in salesperson who can supply detailed product information to influence the shopper and ultimately impact the merchant.
As this medium becomes even more of an online staple, shoppers not only will take advantage of video to learn about products, they eventually will come to expect it.
The tactic has been key for attracting loyal shoppers to the site for a while. And even though video is only a small segment of the site, the section alone draws nearly 26,000 page reviews per month. Some shoppers even repost clips on YouTube, further extending the brand.
Although the concept behind the video section is strong, there is still much room for improvement. Organization of its 500-plus clips is almost nonexistent. Videos should be split into distinct categories, allowing visitors to browse through different product types and styles, as well as by level of expertise.
The online retailer also features some videos sent in from passionate kiteboarding aficionados—and this could be its gold mine. The submitted videos put the site in a pivotal position as they allow consumers the chance to express themselves creatively. If
Even though the site needs organizational revamping, it successfully narrows in on the niche kiteboarding market with ease. It also embodies the very essence of its core customer, and this in itself is powerful. It’s vibrant and colorful—and in keeping with the nature of kiteboarding, it certainly takes risks.