Digital and direct media agency Equi=Media has been appointed by WHSmith to handle its paid search, SEO and affiliate management account, which was previously managed in-house for its website, WHSmith.co.uk.
Equi=Media has been tasked with generating sales of WHSmith products through the website using a combination of paid search and an affiliate programme, and improving visibility and sales achieved through natural search listings.
The retailer has appointed Equi=Media to employ its Voyage software to accurately attribute sales to disparate channels. WHSmith will also take advantage of the agency’s tracking expertise, which provides accurate data on efficiencies across all digital media channels. The high-street retailer previously managed these processes through its in-house team and several different agencies.
The specific aim of the activity is to cost-effectively drive sales of books, stationery and gifts in the run-up to Christmas, and promote WHSmith’s competitively priced range of electronic book readers.
The pay per click (PPC) campaign will be managed via a data feed to optimise search according to stock availability, covering WHSmith.co.uk’s 2 million-strong book range, and will reflect offers as they launch across the whole range of products. Equi=Media will also devise, test and implement a new affiliate management strategy and provide SEO consultancy to ensure that visibility and cost efficiency is maximised for certain key products.
Angus Hayman, General Manager, WHSmith.co.uk, comments:
“Equi=Media has the knowledge, experience and enthusiasm needed to shape our online media strategy and help us to drive sales. Our key aim is to have a strategic plan in place across all of our online activity, maximising the presence of WHSmith.co.uk, improving the efficiency of our spending, and helping our customers to find what they need from our vast choice of products.”
Gavin Sinden, director of digital strategy at Equi=Media, adds:
“WHSmith is a great brand for us to work with and this is a chance for us to showcase how we can combine technical skill with consultative planning to help form an effective and successful online campaign.”