Bang & Olufsen sparks store traffic with Amazon.com
Bang & Olufsen has expanded its web presence with a new online store on Amazon.com, where it’s exposing its mostly high-end consumer electronics products to a broader audience and driving traffic into its stores, says Kim Gravesen, president of Bang & Olufsen America Inc.
Products offered on the Amazon site are less costly and easier to install than many of the products on Bang & Olufsen’s site or in its 54 stores. But by complementing the Amazon shopping experience with personalized communications from stores the retailer expects to transform some of its new online shoppers into customers of its broader product line offered in stores, such as home theater systems, Gravesen says.
“We’re getting good traffic on Amazon and getting exposed to new customers who may not have been familiar with us, and it’s already beginning to increase the customer base of our stores,” he tells Internet Retailer.
To get stores directly involved with online shoppers, Bang & Olufsen credits an online shopper’s nearest store by ZIP code for online purchases and has managers of those stores send the customer a personal welcome note letting them know about store products and services. “We recommend hand-written envelopes,” Gravesen says. “We ship from a central warehouse, so the store doesn’t have to do anything, just care for the customer after the sale.”
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