April 7, 2010, 12:00 AM

Keurig deepens customer relationships through blogs and product reviews

David Manly, a vice president and general manager for Keurig Inc., will talk at the Internet Retailer Conference about how the coffee equipment manufacturer engages with consumers through online conversations.

Paul Demery

Managing Editor, B2B E-commerce

Some of the most persuasive advertising manufacturers can have are online product ratings and customer reviews, says David Manly, vice president and general manager for Keurig Direct and Keurig Away From Home. Keurig Inc. is a coffee brewer manufacturer and subsidiary of Green Mountain Coffee Roasters Inc.

In order to make the most from ratings and reviews, and to build relationships with consumers, Keurig employees go online to check blogs dedicated to coffee drinking and coffee equipment. A blog posting about Keurig or Green Mountain Coffee products could earn the blogger an offer for membership in Keurig’s online loyalty program or free product samples. Manly will share details about the coffee company’s online engagement strategy in a session at the Internet Retailer Conference entitled Guiding the online conversation.

“80% of consumers who buy hard goods at retail check them out first online,” he says. “Consumers prefer using the Internet to talk directly with manufacturers of products they buy at retail, rather than having a dialog with the retailer about it.”

Why the editors asked David Manly to speak:
David Manly keeps a close eye on the online conversations about Keurig from his position as general manager. He has been with Keurig, coffee equipment and accessories manufacturer, since 2002, holding a variety of positions. He brings to his position broad experience of consumer marketing and interaction, having been head of sales and marketing with car security company LoJack Corp. and at boat manufacturer Boston Whaler Inc. He began his career as brand manager for Pringles with Procter & Gamble Co.

Full details about the conference and registration information are available at IRCE2010.com.


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