Waterstone's promotes website for festive push
Bookstore chain Waterstone's has appointed digital direct agency 20:20 London to drive traffic to its website around the Christmas period.
The agency has created bespoke software called Reading Patterns for the campaign. It forms part of the website and generates random images to accompany passages from - or synopses of - books read by celebrities.
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The website feature will be promoted through email marketing to the database of Waterstone's' parent company HMV, and potentially also through external email lists. It is designed to encourage people to visit the site, and once there, to spend longer engaging with Waterstone's' content.
Waterstone's opened its first independent store in London in 1982. Between 1989 and 1993, WH Smith Group acquired all of the shares in the businesses. It was bought by HMV Group in 1998. At the same time, HMV acquired the Dillons bookstore brand, which was subsequently relaunched as Waterstone's.
In May, HMV Group appointed agency EHS Brann to develop a points-based loyalty scheme, which is set to launch this year.
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