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choice for them, based entirely on individual preferences. This is a big, exciting challenge, and we want to meet it.” (See Figure o1.1.) The site matches you up with your “style twin,” who you grow to trust and who has similar tastes. Try it. It is addicting!

Figure 1

Figure o1.1 StyleFeeder.com using reference marketing.

A customer reference is important to buyers. From our IBM survey, it is top rated among buyers who voted for “overall most useful materials” and among the top three “most useful materials” during the purchase stage for selecting a final vendor. Forty-eight percent of people will leave a brand they

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