Waterstone's turns to behavioural targeting to boost online sales

by John Reynolds, Brand Republic 02-Feb-10, 16:02

LONDON - Waterstone's, the bookseller, has signed a commercial deal with content optimisation specialist Maxymiser, as it looks to boost online sales.

Waterstone's will use the services of Maxymiser to introduce behavioural targeting across its website. It believes this will allow it to serve visitors content that best fits their browsing patterns.

The focus will be on devising which designs and page layouts drive the biggest uptake in online sales.

Brands such as Asda and Alliance & Leicester already work with Maxymiser.

The move to focus on content optimisation marks a shift in Waterstone's approach to online marketing.

David Sheridan, online marketing co-ordinator at Waterstones.com, said: "After looking at the mix of marketing activities we were running and the returns each area was delivering, we have now re-allocated more of our marketing to be far more focused on conversions."

Waterstone's reported a 9% drop in sales in the 10 weeks ending 2 January. Simon Fox, chief executive of parent HMV Group, called the performance "unsatisfactory", but believes it remains an excellent business and brand, with a "great opportunity as the only remaining specialist bookseller on the high street".

Comments

David Gurney, Operations Director, Alchemetrics - 04/02/2010

This is a very positive step – to be able to communicate with customers based on their behaviour is a great way to increase engagement and get more from consumer activity. The future of online marketing is about two way conversations and as such brands investing in processes such as these should look to take this one step further and work towards the ultimate goal of driving social media activity based on what is known about a particular individual combined with their online behaviour. Through this, a comprehensive view of the customer is gained, allowing for the most targeted and responsive online marketing possible.