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August 2008 - Strategy Magazine
What next?

Virtual personal shopper

by Annette Bourdeau
page 37

Buying electronics can be an overwhelming experience, even when surfing from the comfort of your own home. To make the process a bit easier, many retailers (including Best Buy, Future Shop and Henry's) are integrating iGoDigital personalized recommendation software onto their websites.

IGoDigital prompts consumers with questions about how they'll be using the electronics in the real world to help determine the tech specs. So, instead of having to know what kind of pixel density and lens size they'll need, consumers can answer simple questions about when and where they'll be using their new digital camera.

"Our mission is to replicate the experience you'd have a with a great in-store salesperson online," says Eric Tobias, president of Indianapolis, Ind.-based iGoDigital. The company has a team of content experts who create customized tags that correspond to real world applications of each retailer's merchandise. iGoDigital also has home appliance and home improvement clients like Wal-Mart and Home Depot.

Retailers can expect to pay anywhere from $2,000 to $20,000 USD to set up iGoDigital on their websites, and then pay an ongoing subscription fee. www.igodigital.com.

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