It’s the question that hundreds of buyers, planners and sales
people are asking. How does a dotcom achieve standout at a time when
hundreds of online ventures are launched every day?
Jungle.com, the online shopping service, spent pounds 1.33 million on
advertising between its launch in August and Christmas.
Jungle.com is designed to make online shopping quick, easy and fun and
at prices lower than the high street. The company sells games, music,
videos and computer hardware and software. The website is simple to
navigate and use, featuring an online shopping basket that can be
filled, viewed and amended as the user moves around the site.
Jungle.com has experienced problems with its customer service and
fulfilment, which led to its expulsion from the Consumers’ Association
Web Traders organisation. However, it seems to have survived with its
reputation relatively intact and an impressively high level of brand
Jungle.com uses sophisticated customer management software that enables
its website to be tailored to a user’s requirements. It makes individual
suggestions for products and promotions that match the user’s buying
histories and tastes. For example, the gift service reminds shoppers of
forthcoming birthdays and suggests suitable gifts. Particularly
innovative is a link to independent product reviews and the option to
download software from the site while earning loyalty points.
To drive people to its site, Jungle.com used a mix of media that is
becoming typical of dotcoms. Of the pounds 1.33 million spent in 1999,
just over half went on press advertising. The other half was split
fairly evenly between radio (pounds 321,000) and outdoor (pounds
342,276). This year the company has started to run TV ads and to send
direct mail to previous users, but spend and targeting data for this is
not yet available.
Outdoor activity was concentrated around Jungle.com’s launch to create
maximum brand awareness. From October, the focus shifted to press and
radio, with ads explaining the Jungle.com service and its
Sixty-eight per cent of ads were placed in national papers, with Sunday
and weekday titles accounting for 41 per cent and 27 per cent of total
spend respectively. Those that gained the greatest slices of Jungle.com
ad revenue were The Sunday Times (pounds 99,135), Sunday Express (pounds
92,221), The Guardian (pounds 74,982), The Mail on Sunday (pounds
43,892) and The Mirror (pounds 30,488).
Only pounds 10,087 was spent on three regional papers. Computer titles
fared better. Computer Shopper headed the list with pounds 17,136,
followed by Personal Computer World with pounds 14,880.
It remains to be seen whether Jungle.com’s media strategy will be enough
to fight off stiff competition from an increasing number of web shopping
Research by AC Nielsen MMS, telephone: 01344-627553