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Customers choose B&O above the competition because of the magic of their products. The problem was how to recreate this magic online? The answer was interactive product presentations. Every time B&O launched a new product Large created a product presentation - the result was an integrated campaign; billposters, magazine adverts, emails and the website all tied into one consistent sales message.
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- Intelligent Content
- By tracking users as they toured the Bang & Olufsen site, made purchases or downloaded a document, we were able to build a profile of who they were and more importantly, which products they were interested in. If a visitor spent a lot of time looking at B&O televisions, the next time they visited the site they were presented with their favourite model on the home page together with a link to the appropriate interactive product presentation. Likewise, if a customer downloaded an instruction manual for a particular product, we would assume they owned this product and push a compatible product on the homepage again linking through to the interactive product presentation. These product presentations were phenomenally successful and quickly became one of the most popular areas of the site.
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- Interactive Product Presentations
- The simplest things are often the best and this proved the case with product presentations. After we had wowed them with the online presentation the final question was “would you like to sign-up for a demonstration? A staggering 700 people signed up each month. Of those 700 sign-ups per month, 8% made a purchase. And the average B&O purchase is £2,800! 56 people a month or 672 a year spending £2,800 resulted in a revenue stream of £1.9 million pounds a year through this feature alone.
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