Waterstone’s website goes live

Waterstone’s has unveiled its new website www.waterstones.co.uk which is seen as a key part in its strategy to become the leading multi-format bookseller in the UK. In addition to stocking over two million titles, the new site offers users access to exclusive content such as, author insights, ‘try before you buy’ and personal shopping for gifts serviced by Waterstone’s knowledgeable booksellers.

The site was produced by Manchester based digital marketing agency, Code, who worked closely with Waterstone’s in-house team, to ensure a seamless integration with the group’s IT systems. Account Director, Jarrod Bull, comments, “In developing the site we focused very clearly on the existing brand strengths and its high street heritage. We wanted to produce a first class e-commerce site that results in increased conversion rates but equally as important was the need to convey their offline mission to inspire people to read and engage in books.”

Code is also tasked with the online marketing of the new site which launched simultaneously. The media activity is focused on raising awareness of the new site whilst conveying the strengths and points of difference inherent in the Waterstone’s brand. Phase one activity is centered around search engine advertising, ensuring that the online store is prominent when consumers are searching for books, book reviews, gift ideas or advice. In later stages the campaign will encompass a range of digital media channels to provide ongoing and tactical, seasonal or promotional support.

Gerry Johnson, managing director at Waterstone’s adds, “We have put our booksellers right at the heart of Waterstones.com. Their passion for books and proven expertise will enable us to match our customers, whatever they read, to their perfect book.

“Book lovers are now in a position to be able to access the best of specialist high street bookselling online from a brand they know and trust. And we are in the position to be able to build the Waterstone’s brand into a truly integrated multi-format retailer.”

Award-winning Code, formed in 1999, is a full service digital marketing agency that employs 35 people. The agency's client list includes Kimberly Clark Corporation, HMV, RHM, Capital One, NUS Services, BUPA, and Akzo Nobel.

Katie Moffat, Code PR, Tel: 0161 947 9579 / 07866 723626 or
email: katie.moffat@computerlove.co.uk

Published on: 12:00AM on 9th October 2006