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Corgi races ahead
The leading model cars and toys company has recently doubled online sales after a site redesign and upgrade by Screen Pages.
Corgi’s new online strategy is to increase Internet sales dramatically by offering more targeted content across its different brands (Lledo and Basset-Lowke), appeal to a broader range of consumers (especially the fast-growing children’s market), offer more services to regular customers and collectors and drive customer acquisition through search engine optimisation and viral marketing programmes.
Highlights of the re-launch include:
• Upgrade of e-commerce website to include promotions, cross-sells, special offers and “coming soons” – all under in-house control;
• Search engine optimisation so that all products and categories – together with generic search terms – are indexed by leading
• Viral marketing campaigns based around a “what kind of James Bond car am I?” and a kid’s bedroom racing game
• New interactive micro-site for children featuring puzzles, colouring, birthday card and child-friendly product content;
• Collectors club with newsletters, competitions and prizes
• Integration of Corgi brands and corporate site with common design, layout and infrastructure under a “portal”;
• Support for retail operations with a store finder and “trade” area with quick order.
Ann McClure, direct marketing manager of Corgi, said: “We see terrific opportunities to both develop our direct business and support our retail operations through the Internet. Since we launched our site with Screen Pages, online sales have been growing close to 50% year on year which has given us the confidence to invest more in bringing customers to the site, to expand the range of services we offer to different customer segments.”
Roger Willcocks, managing director of Screen Pages said: "We are very excited to be working with Corgi to increase traffic, boost sales and encourage return visitors. Corgi has pushed us to think creatively and strategically about increasing its profile to different market segments to ensure that its Internet presence thrives as an online channel.”
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