I overheard someone at last night’s cocktail party use the term “warehouse dating” to describe the customer experience at Match and Yahoo! Yahoo! has begun to address this with their Premiere service and rumor has it that Match is not far behind. Segmenting user populations through various re-branding initiatives to give users the perception that they are part of a niche site is going to shake things up, no doubt about it. Underperforming niche sites could lose market share they siphoned off the majors over the last few months if they’re not attentive to their members and marketing their services effectively.
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