HMV.com builds digital push for Christmas

Edited by the Marketingservicestalk editorial team Dec 4, 2007

Digital marketing agency Code Computerlove has designed an online gift guide as part of its Christmas digital marketing push for music, DVD and games specialist HMV.com.

The interactive guide is a quick and fun way to get gift ideas for friends and family.

With three simple steps, it uses answers to questions from the drop-down lists provided to return three gift options based on the answers given.

Customers can choose from music, films or games; list who the gift is for and what they're like, and choose the price range.

Phase one of the guide, which uses flash application, will be available as a click-through on the HMV website from this week, as well as being emailed out to its customer database for those who are still stuck when it comes to present buying.

HMV is also running a series of email campaigns pushing seasonal gifts and special offers to support sales, and there is a 15 per cent off viral discount voucher doing the rounds to draw in extra customers.

The online retailer has already seen a massive spike in conversion, up to three times, since the launch of the viral.

The site is continually updated to draw in the Christmas shoppers, with brand stores and site takeovers pushing the latest products and new releases featuring heavily.

Strong banner advertising and multi-linked banners are also supporting this key trading period.

Code has also reintroduced its award winning Deal of the Day campaign on the site, which not only features a new, exclusive offers updated daily but allows users to sign up to receive details of the day's deal delivered to their inbox every morning.

Digital campaigns will build in impact as Christmas approaches and will look to cater for last-minute shoppers.

Code has worked with HMV UK since 2002, and has been the brand's retained digital design agency since 2006, providing ongoing creative campaign support, site design and development.

Since its launch, HMV's UK site has won numerous industry awards, including best online retailer in this year's Fresh Digital Awards.