Guardian site to run e-vouchers for Dixons

Dixons has teamed up with Guardian Unlimited to come up with a new method of driving customers to the high street retailer's stores.

Guardian site to run e-vouchers for Dixons
Guardian site to run e-vouchers for Dixons

Over the next four weeks, The Guardian will run a series of display ads with a unique electronic voucher in order to lure readers to a dedicated GU-designed and maintained microsite.

Readers will then be able to download an individual and exclusive voucher that can be used in exchange for cut price goods in stores.

One clear advantage for Dixons is that it will be able to track the behaviour of consumers and how they use their media, as well as obtaining crucial information on the retailer's products direct to readers via the microsite.

Adam Freeman, deputy advertising director for Guardian Newspapers and commercial director of Guardian Unlimited, said: "This is unique. We will be using newspaper activity to drive people to their microsite and then their stores.

"Customers will be able to go in to Dixons already armed with knowledge of products."

The retailer is looking for ways to develop its online strategy as a tool to also reinvigorate the in-store market, which, like other high street retailers, is being hit hard by the rise of online shopping in recent years.

"They want to see how to use the web to drive people in-store, rather than just for e-commerce," Freeman said.

The vouchering system has been developed by MailTrack and the deal launches on 20 October.

The money-off coupon will change every seven days, while valuable consumer trend data for Dixons customers will be obtained via a registration system on the microsite for the voucher.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email