Tap The Power
Calling itself the "world's largest online retailer of bags and accessories for all lifestyles," eBags offers more than a retail experience. The clever and informative copy (produced by two full-time writers) ensures that those who surf past will want to return. Geller says she's come to rely on the site's frequently updated travel warnings, which came in handy when she was planning a recent trip to see a client in Bahrain.
"The site is organized well, so I can find what I need," she says. A currency conversion calculator even earned eBags "bookmark" status.
In addition to the travel warnings, the site features more than 200,000 members who chat online about travel, giving the e-commerce site an online community feel. Since going live in March of 1999, eBags has added more than 100,000 members to its Travel Community. Users can get a personal travel page on which they upload right to the eBags server photos and accompanying text describing their vacations. Other users then rate the pages, creating an ongoing dialogue.
"The copy and overall approach is not just description: It tells customers the benefits of each eBags product. A lot of sites don't do this, but it's an important part of direct marketing," Geller says, comparing the trust-inspiring sales copy to that of a helpful department store salesperson who's not just trying to push the most expensive item.
The site also offers a customer rating chart, so you can discover which bags users like the most and least. A comparison chart broken down by the functionality features of each bag makes the buying process a lot easier, Geller continues. Customers also can shop by brand names by looking through separate sections.
The customer-service feature with which she is most impressed is the follow-up e-mail she gets from eBags after her order has arrived—just to make sure she's pleased with the purchase.