Candid Camera
By
Vicki Powers
Webcams generally let viewers catch a glimpse of the happenings
at exciting locations such as Times Square and stadium construction
sites. In Dallas, however, Larry Dague, 48, installed a webcam in
his scuba equipment shop that quickly turned into a clever
marketing tool, generating sales and contributing to the shop's
40 percent annual growth.
At ScubaToys, which has 2006 projected sales of $5
million, 80 percent of sales are internet-driven. The webcam
started out as an inexpensive security camera-turned-cool toy in
2002, but Dague quickly realized its sales and customer-support
benefits. "The technology creates a richer retail experience
and helps build credibility and trust with online customers,"
he says.
The webcam also helps personalize internet shopping: When
customers call with questions, Dague takes products to the
webcam--and now attributes at least four sales every day to the
technology.