Cover Story: Finding the Perfect Balance
Gaiam follows its mantra with a holistic approach to marketing and close attention to sustainability and profitability
Gaiam's site has a customer-focused category structure. Since the company knows its top-rated product category gets clicked frequently, according to Burke, this category is promoted heavily on the site.
The articles and information on the community site are tightly integrated throughout the e-commerce site as well, which is another way of keeping customers at the forefront of its design. "I very rarely see this type of integration on e-commerce sites," Burke says. "A lot of merchants really haven't grasped the concept of community like Gaiam has."
- Companies:
- MarketLive
- Responsys
- Places:
- Louisville, Colo.
- Wild West
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