Integrating Technology in a Price Driven Market

INTRODUCTION

Digital Direct is an e-commerce website, offering a wide range of electrical goods and related peripherals (furniture and fittings, etc).The site offers a comprehensive database of frequently changing inventory and is dedicated to offering the lowest prices without compromising its service. It also acts as an information service, and works closely with manufacturers to keep up to date with topics such as online upgrades and technical updates. Such information is available for download directly from the site with an aim to translate the labyrinth of technical jargon into layman's terms, as well as to inform the typical consumer of upcoming changes impacting the domestic market.

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

Steak was set the end goal of achieving over 800 sales a month at a target CPA of £25 (inclusive of VAT, management and tracking costs). The challenge this presented became all the more demanding when the following obstacles were taken into account: