C28.com Customers Influence Product Development Through Street Team

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Christian T-shirt retailer is taking a customer feedback to a new level by allowing their "Street Team" members to influence product development and purchasing.

We found that the T-shirts that received the highest scores also are selling the best. Similarly, the T-shirts that received lower scores are not selling as well.

Christian T-shirt retailer is taking a customer feedback to a new level by allowing their "Street Team" members to influence product development and purchasing. C28 Street Team manager Justin Palmer explains, "By allowing members to review product concepts and submit feedback, we accomplish several objectives. First, we're able to create a buzz around our products by allowing our customers to vote their opinions. It makes them feel like they are part of the company, and that their voice matters." Palmer continues, "Second, we're able to find out which products will be best received, and eliminate potential duds."

C28 has received nearly 35,000 customer votes since they first launched the program in April of 2007. "With our new shoe line, we wanted to determine what style and designs our customers would like best. Since we were required to purchase large quantities of these items, the program was extremely helpful in showing us which styles to buy and in what quantities." Since then, C28 has also tested the program with t-shirt designs and seen similar results. "We found that the T-shirts that received the highest scores also are selling the best. Similarly, the T-shirts that received lower scores are not selling as well."

C28.com has been selling Christian Apparel, Christian CDs, and accessories online since 2004. In August of 2006, they launched their street team with the objective of developing brand awareness with free branded content such as screensavers, wallpapers, banners, myspace themes and email templates. The program encourages C28's grass root fans to spread the word about the brand, and allows them to earn credit for telling friends and family. Palmer summarizes the program, "The Street Team has given our customers everything they've wanted. It empowers them to spread the brand and gives them tons of free content that reinforces the stickiness of C28.com."

For more information on the C28 Street Team, please visit http://www.c28.com/streetteam/

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JUSTIN PALMER
C28.com
951-354-9528 210
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