The site - called SimplyCity (www.simplycity.me.uk) - features a blog, a consumer panel and an online boutique.
‘What is groundbreaking is that we have taken the existing consumer panel model and merged it with web 2.0,' said Kaizo CEO Crispin Manners. ‘No-one else has actually connected a blog, a research panel and a shop together in the way we have.'
SimplyCity aims to build a community of 5,000 members, all of whom will complete monthly surveys about the brand, its advertising and its packaging. They will be rewarded with heavily discounted Simple products on sale in an ‘online boutique'.
‘We are attracting people who are into the brand, and who are likely to have conversations about the products off-line,' said Manners. He added that the first 2,500 invited to join were chosen because they had been deemed most likely to recommend the product to a friend, using business metric Net Promoter.
A blog about ‘simplifying your life' aims to drive traffic to the site, and further members will be recruited through the site's viral elements, through traditional PR and using Google click- through ads.
Manners spent two years developing the model with clickadvisor.com director Paul Marsden and Enterprise LSE consultant Alain Samson. A name for the model is still being decided.