We all know why Amazon just works – it’s the access to customer reviews.
You can give your customers a vehicle for reviewing your products, even if you’re business is offline, by creating a social network. Fans of Ducati motorcycles have created a Ducati social network using the free tools at Ning to trade comments, questions, even photos of their tattoos.
Once you have helped your customers find each other (with many being your heavy or most loyal customers), you’re not done. The secret is to then put the content they generate back to work to sell to new customers. From there, invest to build on the virtuous cycle.