Press Release

Adorama Proves the Need for Social Q&A

Adorama has become the latest retail website to adopt TurnTo’s Ask Owners, illustrating the growing importance of social Q&A services for ecommerce.

TurnTo Networks and Adorama announced today that Adorama has become the latest online store to adopt the TurnTo Social Commerce Suite. Adorama is using TurnTo’s social Q&A product Ask Owners on its flagship site.

Adorama required a truly social approach to Q&A that would release the good will and expertise hidden away in their customer base. They chose TurnTo because of its unique ability to build direct connections between current shoppers and past customers. As one of the largest online retailers of photography equipment, Adorama’s decision to use TurnTo indicates that social Q&A is no longer an afterthought; when it comes to social commerce, leading merchants are now looking for best-of-breed capabilities.

“TurnTo’s message-based approach to social Q&A provides much more customer interaction than other systems that we considered,” said Adorama’s Glen Holman who oversees implementation of Adorama’s new Magento-based ecommerce website. “TurnTo’s approach delivers a greater number of quick, high-quality responses that bring customers back to our store. Our customers are better served when they get answers to their questions from other actual product owners as well as from our expert staff.”

In Adorama’s first full month of use, Ask Owners demonstrated the power of its social approach to shopping Q&A. Questions about popular items received an average of 4.3 social answers each, with the first of those reaching the asking customer in about an hour. The answer rate on question emails sent to past purchasers was 9%, bringing a large number of past customers back to the Adorama site and providing valuable user-generated content for future visitors and for SEO.

TurnTo’s CEO and Founder, George Eberstadt, believes that Adorama is leading a change in social commerce. “Adorama’s decision to use TurnTo’s best-in-class social Q&A indicates that leading stores are now seeing this important function as part of their social commerce strategy rather than as a tag-along to their reviews system. We’re seeing more and more merchants with demanding requirements for social Q&A – that’s a change from last year.”



About TurnTo
TurnTo provides Social Commerce applications for online merchants that enable shoppers to get advice directly from stores’ real customers. By enabling authentic dialog between shoppers and customers right on the merchant site, TurnTo increases conversion rates, generates fresh content for SEO, drives traffic from Facebook and Twitter, brings past customers back, and delivers insights to inform merchandising strategies. The TurnTo Social Commerce Suite is a white-labeled SaaS product that can be integrated in a few hours. Internet Retailer 500 companies, including Adorama, GoJane, Tabcom (, CompUPlus, and Jomashop, use TurnTo to convert visitors into buyers. More information about TurnTo and its partner sites is available at

About Adorama Camera
Adorama, one of the nation’s largest photo retail and mail order suppliers, has served photo and video enthusiasts for over thirty-five years. was chosen as one of Forbes Magazine’s, “Best of the Web”—a unique site that draws over 25% of its traffic from a world’s top imaging professional, carrying photographic and imaging devices, from Cameras, Televisions, Printer, Computers, Telescopes and more. Established in 1975, Adorama has quickly gained a reputation as the primary resource for professional and amateur photographers, videographers, audio and computer enthusiasts.