Got Purpose?

- How can you invite your customers into your product creation, selection or editing process?

- Do you have a panel of merchandising experts "on call" (or e-mail)? Better yet, can you have them right in the thick of it with you as co-creators? Innovation is yours for the asking. Just ask.

Jones Soda does this when it solicits customer photos and quotes for product labeling. Ben & Jerry's routinely asks customers for ideas on potential, quirky flavor combinations. Customer engagement is an integral part of both brands. Needless to say, both brands have raving fans and so, too, can most catalogers.