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BizReport : Ecommerce : October 18, 2010


Kiddicare taps HookLogic for ecommerce opportunities

Kiddicare, the largest privately owned nursery and baby supplies in the UK has tapped HookLogic to power upcoming ecommerce ventures. HookLogic is an ecommerce media solution and services hub. The partnership will give Kiddicare the ability to better target consumers throughout the ecommerce space.

by Kristina Knight

Recently HookLogic upgraded their platform to enhance their ecommerce solutions. In the US, one of the biggest brands associated with HookLogic is Overstock.com. In addition to enhancing the targeting options for Kiddicare, the platform will help to create additional revenue streams.

The partnership will enable:

• Kiddicare to sell premium brand, product placements
• Showcase specific brands or products throughout the website
• Place products within the consumer's path while on-site
• Open 30,000 ad locations within Kiddicare including homepage, category sponsorships and sponsored search results

Why are placements so important? Placement, whether above the 'fold' or on a landing page, can spell the difference between a sale conversion and another missed opportunity. Specifically with an ecommerce site such as Kiddicare, placing ads within categories or along the paths that consumers take can help to increase the awareness of a brand or product. While most child products are purchased by mother's, grandparents, fathers, friends and family members will go to childcare sites at holidays, birthdays and other special events to find unique products. Having a way to better engage these consumers, who may not be as familiar as a mom, is crucial for brands.

"We're pleased to be able to offer premium placements to our suppliers, creating new opportunities for them to enhance recognition among their targeted shopper segments," said Scott Weavers-Wright, Partner at Kiddicare. "HookLogic has provided us with an innovative way to offer our suppliers the capability they have been demanding whilst helping Kiddicare to maximize the overall value of our shopper audience."

Eventually, Kiddicare expects that brands will be able to book and manage their ad placements within the Kiddicare website; currently an in-house team will oversee the process.






Tags: ecommerce, HookLogic, Kiddicare, on-site ads, on-site placement








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