Shop unapologetically, and let emotion be your guide. Cathy Taylor certainly hopes so. Part of the indulgence will come from products the site sells, but Indulge is striving to sell mood and atmosphere, too. She says the Net's ability to process information about individuals is uniquely suited to duplicating the personalized attention of high-end boutiques.
Women have tremendous purchasing power.
Many are juggling jobs, families, elder relatives, and are looking to the Web for an escape. Taylor thinks her background in experience marketing will help her reach those women shoppers. At Nike Inc., she spearheaded the development and launch of Nike's pioneering superstores. The strategy is to back up luxury goods with lifestyle content and services. The site's mood marketing even varies by the time of day.