In its second-largest acquisition, Amazon buys the company for $970 million.
Chaco enlists consumers to share their enthusiasm for the brand.
Has a sandal ever inspired enough camaraderie among wearers to motivate them to share photos of their sandal-adorned feet? Well, it has for Chaco, the consumer brand manufacturer owned by Wolverine World Wide Inc. The site features images captured by consumers, who snap photos of their feet in a pair of Chaco sandals and note their locations, such as Glacier National Park. To post photos consumers must create a Chaco account, enabling the company to capture valuable consumer data, such as e-mail addresses. Chaco also enlists Chaco Ambassadors, consumers who nominate themselves on Chacos.com, to promote the sandals. These are outdoor activities enthusiasts who share details of their experiences on the site. Consumers also can create custom sandals using the My Chacos feature on the site.
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