The brand – which began with one London club and turns over about£100 million a year – now produces music under several brands, as well as offering licensed merchandise from clothing to fragrance and even vodka.
Ministry of Sound head of internet and innovation Rudy Tambala said that the company was keen to engage more directly with consumers – although it will also continue to sell its products through mainstream retailers such as Tesco and HMV.
Its main site will relaunch at the end of this month with transactional functionality, assisted by e-commerce services firm Trinity St. It will replace its existing white label e-commerce offer, which is provided by Digital Stores. Ministry of Sound also runs its own digital download site.
Tambala said that Ministry of Sound has built a new back-end database to improve its customer relationship management strategy. Once customers engage with the company through one brand, he wants to market products from its other brands to them.
He added that the amount the company sells through its web presence is insignificant at present. “In lots of ranges, it is less than 1 per cent of sales,” he said.
With the creation of the new site, Tambala wants the company to behave “a lot more like a proper retailer”. He explained: “We need to make our product offers more competitive. We haven’t been looking at the deals that other retailers do on our products, we have just been selling at the recommended retail price.”
The relaunched site will also have much more of a shop feel than the company’s existing site. Tambala said he no longer wants the site to be a knowledge base for all things to do with dance culture, or carry third party advertising; instead it will focus on promoting its own products.
No comments yet