ECOMMERCE

Buy.com sees strong traffic growth from revamped mobile site

BY CSA STAFF

Aliso Viejo, Calif. Buy.com has launched an enhanced mobile site with full search and checkout capabilities. Since the Beta mobile shopping site went live in May, the company said it has seen traffic increase more than nine times previous levels.

Online shoppers can visit Buy.com from any mobile phone, browse product selections and make purchases. Previously, the mobile site only offered limited product search capabilities and pricing information.

Mobile shoppers also can access the company’s retail Marketplace, which currently features more than 11.5 million product listings from thousands of qualified third-party retailers.

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Fire up some savings

BY CSA STAFF

As it has become more challenging for retailers to demonstrate value on leading brands, one of Target’s favorite strategies is the $5-gift-card offer when shoppers purchase two or more featured items. While it’s a nice bonus to get $5 for free on items shoppers purchase regularly, this week’s “wow” item is a Brinkman-brand gas grill featured in the retailer’s circular. Available in red or stainless steel, shoppers can receive a $100 gift card for purchasing the $329 product with free assembly. The allure of $100 makes the prospect of purchasing the grill much more compelling.

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Target wins again, but who saw it?

BY CSA STAFF

Brand Target scored a victory this weekend at the Indianapolis 500, when Dario Franchitti took the checkered flag for Target Chip Ganassi Racing. Franchitti led 155 of the race’s 200 laps to claim his second Indianapolis 500 victory. Not only did the Target sponsored car win the race, but the other car Target sponsors, driven by Scott Dixon, finished in fifth place. That’s great news from a competition standpoint, but unfortunately from a marketing standpoint the Indianapolis 500 is not platform for marketing communications it once was. Interest in the event continues to wane as numerous empty seats were visible in the stands throughout the race. And from the standpoint of television viewers, there is nothing worse or more boring that when a driver leads from wire to wire as was practically the case with Franchitti’s dominant showing.

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