The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
MusicLand worked with Yahoo to create a platform that supports multiple shopping options, including viewing movie trailers and playing games before deciding whether to purchase them. The new platform also supports creation of customer-specific sites.
MusicLand Group is experiencing an increase in the number of visitors and page views after rebuilding its SamGoody.com, Suncoast.com and MediaPlay.com entertainment sites, the company tells InternetRetailer.com. “It’s very exciting for us to see how consumers are interacting with the sites,” says Debra Brummer, vice president of Internet operations at MusicLand, a unit of Best Buy Co. Inc.
MusicLand worked with Yahoo Inc. to create a platform that supports multiple shopping options, including the ability to view movie trailers and play games before deciding whether to purchase them. The new platform also supports creation of customer-specific sites. By registering on a site, a customer can determine the kind of products and information that will typically be displayed. In turn, MusicLand acquires the consumer’s e-mail address for marketing campaigns. “We’re utilizing this for customer-centric marketing,” Brummer says.
She adds that the new platform also supports multi-channel marketing and merchandising efforts. “As we run campaigns for our Replay loyalty program in stores, we also run them online,” Brummer says. She adds that customers can redeem Replay loyalty points at any of the three branded sites or at their store counterparts. The three sites aren’t linked for cross-shopping, but they share some of the same shopping options, such as links for pre-ordering new products such as movies and music CDs.
Although the three MusicLand sites each has its own merchandising concept-–SamGoody emphasizing music, Suncoast emphasizing movies and MediaPlay a mixture of music, movies and games-–the new platform makes it easier for them to each also offer MusicLand’s full range of entertainment products along with news bits on the entertainment industry.