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Subject: UKNM: RE: UKNM Digest V1 #340
From: John Braithwaite
Date: Wed, 15 Dec 1999 10:36:04 GMT

Simon wrote:

Personally I love it... a (un)triumph of marketing over content (but then
I'm odd and prefer content
over marketing).

The products should be cheaper on the net. Boo is more expensive... and the
market they have aimed
at is price conscious. The recently offered price discount will not fool
anyone. It is too late. The
marketing bods originally promoted the site when goods were full price. Most
people who were going
to visit it visited it then, found a site that was poorly executed (or
didn't execute at all!) and
expensive... they won't come back... whatever they are offered... there are
loads more e-commerce
sites out there.

Boo. Blown it (unfortunately).
Boo has damaged online comerce. A huge failure.
Very annoying indeed.

JB writes:

I think it's far too early to write off Boo. Although their site is a little
cumbersome, I have changed my view on it a little from when it went live -
it's OK and does have some neat touches.

The discounting issue is an interesting one. IMHO I think that comprehensive
discounting was the only way it could go after realising that people weren't
complete mugs - and that's what they've done. They are now cheaper than
Covent Garden and other city fashion centres and that's what it's all about.
The marketing they're aiming at will spend over 150 on a fleece - so they
can't be THAT price sensitive.

As for content over Marketing (or should that be design rather than
marketing?), you can only focus on content if you have it. Who wants to read
pages on the way that Timberland delicately prepare and fabricate each of
their shoes? Exactly - Boo sells clothing - objects, not content. Their site
does work well in some ways, allowing browsing by brand or clothing style -
male / female etc. It's use of Icons is very good and I think, given a
little time and polish (and the launch of an HTML version), it will do the

The site that I have worked on is for content - but only because that was
the best way in which to interest our customers - who are into books -

Cheers! Have a great Christmas!


John Braithwaite
Tel: + 44 20 7490 9901
Fax: + 44 20 7490 9909

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