New standalone Web site launches
Approach: Virgin Megastore tapped Baker & Taylor to design a new VirginMega.com Web site. The site features blogs, streaming video, news feeds and information on in-store events, as well as a MegaBoutiques page where products are grouped by theme. The Thanksgiving week launch was promoted with in-store signage, flyers, radio/TV ads and e-mail blasts to Virgin's loyalty club members.
Results: In its first week, the site's results “far exceeded our expectations,” says Kevin Milligan, VP of product, Virgin Entertainment Group, North America, with 10 million hits and 110,000 unique visitors.