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.
Every product page features a video explaining the features of the laptop and camera bags on offer.
Skooba Design manufactures and sells online bags for holding laptops, tablets, computers and other items. For each new product the company produces a video for its web site in which an employee shows off the features of the bag, including its pockets, padding and zippers. By using employees to explain the products, Skooba Design can turn out the videos in a few hours, without any expense beyond staff time. More importantly, the videos feel real, says founder and CEO Michael Hess. “Nobody can speak about our products the way we can,” Hess says. Another feature of the e-commerce site is a Bag Finder that lets a visitor input the dimensions of the item he needs to carry to see bags that meet his needs. The site also recognizes overseas visitors and offers them a discount to defray shipping.
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