July 1, 2003, 12:00 AM

A marketing campaign to boost online shopping in the U.K.

London-based trade association Interactive Media in Retail Group is starting an extensive marketing campaign to encourage consumers to shop online. It begins today and goes through July 24.

Kurt Peters

Executive Editor

 

London-based trade association Interactive Media in Retail Group is starting an extensive marketing campaign to encourage consumers to shop online. With a campaign that begins today and goes through July 24, the group hopes to bring 4 million new consumers into online buying, says James Roper, chief executive of the IMRG.

While Roper wouldn’t reveal any details of the campaign, he says the group will work with a major tabloid as well as with the BBC. The campaign is offering £4 million in prizes, offers and discounts. It will also stress the safety of online shopping.

The group’s primary target audience is the 18 million U.K. adults (38% of all adults) with access to the internet who have not yet shopped online. It notes that 14 million U.K. adults have shopped online. It says the promotion will be strongly biased toward women.

The campaign will climax on July 24 with what the group describes as an “online shopping extravaganza.” It picked that date for the symbolism of 24/7, or 7/24, as the U.S. has it, reminding consumers that they can shop around the clock online.

The campaign is sponsored by B&Q;, Boots, BT, Dabs.com, ePDQ from Barclays Merchants Services, Debenhams, Littlewoods, Marks & Spencer, MFI, Royal Mail and VISA.

The IMRG also reports that UK e-retail sales are on track to exceed £14 billion this year, up from £7.6 billion in 2002.

 

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