Infinity Resources Inc. has combined its discount DVD and CD web sites into one called DeepDiscount.com. The moniker enables Infinity Resources to delve into new entertainment-oriented product categories, including consumer electronics - such as DVD players and cell phones - video games and books.
DeepDiscount.com already has struck up relationships with new product manufacturers as it moves into more fertile territory, says David Barker, vice president, e-commerce marketing for Infinity Resources. “The DeepDiscount DVD and CD brands were very limited in what we could sell,” he says. “Now we can open new categories of products that fit our customers’ needs.”
Infinity Resources, No. 105 in the Internet Retailer Top 500 Guide to Retail Web Sites, reported a 15% increase in web sales for 2006 compared to the previous year.
Infinity Resources reported growth from 2004 to 2005 above 30%. Barker attributes the falloff to maturing of the DVD category as an entertainment medium. CD sales growth has been consistent, but as the two entertainment vehicles mature, “those percentages are difficult to attain,” he says.
That leveling off prompted the addition of about 5,000 video games and 700,000 book titles.
2006 growth came from a combination of a more aggressive keyword search strategy, via technology from Voltage Media, customer-focused e-mail campaigns, and offline advertising through 450 radio stations and major city newspapers and national magazines, Barker says.
The newly combined web site design was done by Vcommerce, which included web analytics software from Omniture.
Back...
