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.
Like this article? Get this issue right now on iPad, Nook or Kindle Fire.
This article was originally published in the July 2006 print edition of Entrepreneur with the headline: Candid Camera.
What It Means to Be an Entrepreneur Now