George Eberstadt, InkJetSuperStore

Eberstadt accepts a Customer Engagement Award on behalf of Inkjet Superstore and shares how the collaboration between the retailer and TurnTo Networks delivers business benefits by engaging customers and soliciting user-generated content. Using an active-outreach model, Inkjet Superstore sends questions via email to previous purchasers. “They (Inkjet) were looking for a solution that would engage their customer base in this environment where you might not expect much dialogue,” Eberstadt says. One significant benefit of this strategy is an increase in conversion. “We measured that and saw that people that interacted through the Q&A system converted at an 80% higher rate than those that didn’t interact.”