Digital Scientists Launches ShoeGazr
Tidal Research is a Miami-based search engine optimization/search engine marketing company. They wanted to capitalize on search patterns for the designer shoe market, so they asked the always fashionable Digital Scientists to create a feature-rich community that caters to – you guessed it – shoe fanatics.
The Shoegazr project started with a solid digital marketing strategy. By defining their target market and brand positioning up front, we were able to hone in on the functionality, design, and messaging that would appeal to the savviest of footwear shoppers.
The site is built on Community Engine, a Ruby on Rails social networking plugin. While the price is always right with open source tools (i.e. free), we choose Community Engine for its versatile feature set. Members are able to build a public profile, friend other members, join style groups (pumps, sneakers, platforms, etc.), blog, and tag their favorite shoes with a Digg-like voting feature.
We also created a branded Shoegazr bookmarklet. This browser-based bookmarking tool gives members the ability to peruse other shopping and fashion sites and automatically post their finds to the Shoegazr community – sparking discussion and commenting. To top it off, we integrated Facebook Connect, so Shoegazr members can include their Facebook friends in their social shopping activities.
Even though it’s in Beta launch, there’s already a flurry of member activity on the Shoegazr site (and some pretty fancy shoe porn).