Blogs for Selling

The New York Times > Technology > E-Commerce Report: Blogging While Browsing, but Not Buying

Online merchants are starting to test Web logs, which are akin to online diaries, in hopes of giving their stores more personality and giving customers a reason to return even when they're not in the mood to buy. But for companies like Bluefly.com, eHobbies, Ice.com and others, blogs are so far afield from typical retail functions that they will take time to master.

of note :
If sites do not closely track and edit visitor comments, they may expose themselves to backlash from readers who see inappropriate language, or they could lose prospective customers who read scorching reviews, said Kenneth Cassar, an analyst with the Internet consultancy Nielsen//NetRatings. He noted, though, that vigilant editing could prevent such mishaps.

More importantly, Mr. Cassar said, sites must figure out how to keep customers from straying from the store to the blog without ever returning to shop. Because typical blogs feature links to articles elsewhere on the Web, they can represent a one-way ticket away from the site.