E-tailer Play.com has ramped up its Christmas ad budget by 40 per cent this year, as it guns for a record Christmas.
The entertainment e-tailer hopes the additional£5 million marketing spend will lift UK sales by 30 per cent in the three months to December 31.
Play.com’s TV and radio campaigns will go live this week and run for four weeks, alongside online and press advertising.
Marketing director Martin Talbot said: “We are focusing this year’s campaign more on our branding message than specific products. We are one of the only pure-play e-tailers to run this sort of online and above-the-line campaign simultaneously.”
This year, Play.com has gradually doubled the number of product lines sold on its site to 6 million for Christmas.
Last week, it added a gift-finder facility to the site, which the e-tailer hopes will improve navigation. It also launched its first e-gift voucher last week.
Play.com has doubled its warehouse capability this year and will more than double its number of operational staff throughout the festive period, said Talbot.
According to e-tail traffic monitor Hitwise, Play.com is the leading video and game web site, with 32.4 per cent market share in terms of UK visitors.
Talbot said Play.com’s sales were not being affected by the slowdown on the high street and that sales of big-ticket items are up by more than 100 per cent against last year.
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