book retailer

The Background

This experience-based bookstore holds the largest range of books, magazines, music and DVDs, as well as housing cafes in many of its 20-plus stores.

The Challenge

Due to the dynamic nature of the market, this retailer runs over 12 campaigns each year, advertising hundreds of the latest product offers in every campaign. This requires an integrated solution for its product-based advertising, one that reaches customers across various channels and communicates the latest products and promotional offers directly to consumers.

The Solution

Over a million catalogues are delivered by Salmat to support each major retail campaign, targeting households located close to stores using Salmat’s geo-demographic profiling tool MarketFind. The retailer also extends its reach to a targeted online audience using Lasoo and Dynamic Campaigns. Product information is easily discoverable via a keyword search of specific titles and authors, and is easily shared through social networks.

The Outcome

The Retailer now reports it reached an extra 817,000 visitors in the last six months of 2008 on its own site, thanks to Dynamic Campaigns. Almost 20 million individual offer impressions were displayed. Lasoo drives consumers to the Borders website and exposes the brand to new customers. An additional 20,000 visitors per month view the catalogue on Lasoo.