Dixons

e-Camping

 

The Challenge

 

Dixons asked us to investigate ways in which they could increase traffic to their website in the lead-up to Christmas.

 

Our Strategy

 

We were aware that Dixons would receive stock of the eagerly awaited (and scarce) Nintendo Wii console in the lead-up to Christmas. Dixons was emailing its registered customer base to make them aware of new consignments, but it was keen to ensure that other potential customers visited the site, both to try and secure stock and buy other products.

 

We coined the phrase "e-camping" to describe the phenomenon of waiting on an e-tail site for stock to become available. We drew a parallel with the practice of queuing outside retail stores for product launches and used the story to explain that the traditional etiquette associated with queuing in Britain does not apply online - it really is a case of first clicked, first served.

 

The Outcome

 

We achieved extensive press coverage, drawing attention to the Dixons site, including a major news article in the Financial Times.