Online Customer Service and Ecommerce

How to Build a Food Portal in Four Easy Steps

eFood 2000 — San Francisco, CA

January 21st, 2000

Providing your consumers with a “portal” to a plethora of online information about food and cooking is a great way to make your web site “sticky” and generate loyal repeat visitors to your site. Four key ingredients for a successful food portal include:

Content( both home-grown and aggregated)
Community
Customization
Commerce

In this presentation we will analyze from an insider’s perspective both the BirdsEye.com site and the Recipefinder.com site, comparing and contrasting their two differing approaches to creating a food portal, and reviewing their results.

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Turning Online Content, Consumers, and Competitors Into a Competitive Advantage

eFOOD '99: Marketing, Selling and Distributing Food & Beverages on the Internet — San Francisco, CA

August 15th, 1999

Seminar by Stephan Spencer

Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (their primary marketing objective). To this end, we’ve taken some common online marketing strategies - content aggregation, virtual communities, and personalization - and applied them in rather unconventional (and, we’re happy to say, successful) ways. We’ll discuss how Birdseye:

Aggregates content through a Worldwide Recipe Search Engine
Personalizes content through a Personal Recipe Box and Personal Shopping List
Creates virtual communities through a Recipe Exchange

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Turning Content, Consumers, and Competitors Into Competitive Advantage

Beyond the Banner — Chicago, IL

May 18th, 1999

Seminar by Stephan Spencer

Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, they’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.

In this session we will discuss how Birds Eye:

Aggregates content through their Worldwide Recipe Search Engine
Personalizes content through their Personal Recipe Box and Personal Shopping List
Creates virtual communities through their Recipe Exchange and Web forums

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