A USA Today story says that smart and savvy retailers are creating blogs to engage the tuned-in customer and drive awareness and sales.

A study by online market research firm called ComScore Networks found that shoppers who visit blogs spend about 6% more than the average online shopper. They are “the very top” customers that a company like online fashion retailer Bluefly can have, according to the CEO.

The ComScore study also found that the average visitor to a blog spends 23 hours a week online, versus 13 hours for teh average Internet user. It attributes the added time “to the lure of the ongoign dialogue of blogs.”

According to a source in the article, “there’s a huge movement of consumer-generated media, whereby retailers don’t have a voice. But a blog at least lets retailers be part of the conversation and respond to consumer-generated comments.”

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