FirstStreet is branching out with a series of new micro sites
FirstStreet Online is launching a new series of micro e-commerce sites aimed at building up online market share with shoppers in specific niches. In October, FirstStreet, No. 272 in the Internet Retailer Top 400 Guide to Retail Web Sites, will launch RVRoads.com, a new e-commerce site that will serve as an online community for owners of recreational vehicles.
In the coming weeks, FirstStreet will launch another micro site in the cooking or home décor space, says Daniel Yonts, director of Internet marketing. The company is expecting to launch about seven micro sites altogether. “We will create new portals that aggregate merchandise and products for particular segments such as RV owners,” he says.
The RV owner market has about 7 million potential customers, but is also highly fragmented, Yonts says. To attract shoppers and visitors, RVRoads.com will feature more than 100 products and include content and links to other RV-focused product sites. “By looking at new demographics we want to reach and keep more types of repeat buyers, but at a lower cost,” Yonts says.
FirstStreet will advertise RVRoads.com with an ad campaign in newspapers and RV-focused magazines. With a more diversified e-commerce plan, FirstStreet is targeting web sales to be around $20 million in 2005, Yonts says.
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