As online retail becomes more crowded and competitive, everybody is looking for an edge. Web 2.0 phenomena such as video, user-generated content and social media are getting a lot of attention and money because they promise that edge. Retailers are just starting to experiment with these, so of course there have already been some failures. Wal-Mart seems to have a particularly hard time figuring out how to use Web 2.0 without embarrassing themselves.
One ecommerce retailer, BabyUniverse, is transforming itself into a publisher in an effort to generate ad revenue and, no doubt, generate more sales to its store. In launching BabyTV.com, they are in effect running an internet TV station. Pregnant moms are a pretty good target audience for this--deeply engaged and seeking community. Etailer Buy.com has taken a more modest approach with its BuyTV, and it appears to be a successful marketing and conversion tool for them.
Are there useful lessons here for humble furniture retailers selling online? At the very least, it's worth keeping a close eye on these kinds of efforts. Understanding what's working, what's not, and why will help you decide when you should start experimenting too.
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