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.
Simplicity and personalization
The technology behind the myriad of consumer electronics devices and computers sold by e-retailers means little to consumers unless they see a straightforward reason why the product can entertain them or make them more productive. Whether through social media, easy navigation on their web sites or employing striking images of products in use, this crop of Hot 100 e-retailers, including Apple, No. 3 in the Internet Retailer Top 500 Guide, JayBird, No. 875 in the Second 500 Guide, RadioShack, No. 254 in the Top 500 Guide, Best Buy, No. 1 in the Top 500 Guide, and Hastings Entertainment, stand out for their efforts. They understand that a consumer, while attracted to the latest and greatest in electronics and computers, wants to know how a $400 gadget will improve his life.
JayBirdGear.com demonstrates the benefi t of its water-resistant headsets designed for athletes and fitness buffs with an image of an athlete wearing one of the headsets while working out. A shopper can learn about the technology behind the product with a simple click on a pop-up balloon.
Best Buy incorporates videos to make its case. Consumers confused about newfangled mobile phones and tablets can log onto BestBuyon.com and view a series of explanatory videos—and see the same videos while they seek help in any Best Buy store. RadioShack knows that many consumers spend a lot of their online time using Facebook. That's why it posts its weekly digital circular to its Facebook page. Shoppers browsing the ads can click on products for more information or other recommendations, or make a purchase by clicking a Buy Now button.
The category also features Apple's online store, noted for its easy navigation and visually appealing design, and Hastings, a retailer that uses its e-commerce site eff ectively as a sales channel for its 146 stores.
E-Retailers Awarded the Hot 100 of Computers / Electronics:
APPLE.COM, BESTBUY.COM, GOHASTINGS.COM, JAYBIRDGEAR.COM, RADIOSHACK.COM
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