Panel Q&A: How to Fund Online Customer Experience Initiatives

Question: Does the low cost, high return always get you the best site possible?

Most merchants go after the low-hanging fruit first, but there are problems that you can see coming that you have to tackle now before they impact the business two years from now.
— Weiland

With word of mouth and customer generated content, the cost involved in getting people to talk is very minimal. Web 2.0 is often cheap. My CEO gave me $10,000 for a blog project and I did it for $150. And for the recent holiday, we made $50,000 through the blog. Cheap and easy has worked for us.
— Pinny Gniwisch, executive vice president, marketing, Ice.com