September 27, 2010, 11:37 AM

Treasure hunt gets shoppers digging into Artbeads’ pages’s pirate treasure hunt helps boosts page views by 60%.

Nesli Karakus

Senior Editor, Research

Lead Photo

Steve Groenier, vice president, search marketing and customer service, Artbeads

Once managers at bead and jewelry supplies e-retailer noticed that September 19 was designated as Talk Like a Pirate Day, it didn’t take them long to devise a way to engage customers with the pirate spirit.

In about a week, the company created a campaign involving a treasure hunt, videos and a pirate-themed sale offering 1,000 items priced at $1 and less. The campaign, which ended last week, has boosted page views by 60% and posted the highest page views since April.

For the treasure hunt, Artbeads, No. 388 in the Internet Retailer Top 500 Guide, marked down to a penny 170 items that could be found only when visitors searched product category pages on the site.

“We look for ways to delight our customers and create a ‘wow’ event,” says Steve Groenier, Artbeads vice president, search marketing and customer service. “With our massive products catalog of about 28,000 we need to work hard to drive customers deep into the site. We really think this accomplished our goal to expose more of these products to our customers and had the benefit of creating that wow event in the process.”

In addition to featuring the campaign prominently on the site’s home page, Artbeads promoted it through videos of staff dressed up as pirates and doing pirate impressions that it posted on social networks Facebook and YouTube. The retailer produced the videos in-house.

Groenier says their shoppers have been enthusiastic about the event as well. He adds that a customer service representative called him about whether to respond with pirate phrases to a customer’s e-mail message that used only pirate slang.


Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!




Relevant Commentary


Seth Barnes / E-Commerce

Commissions are for closers

A executive responds to an Internet Retailer article describing a web merchant’s decision to ...


Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...