Diverse strategies in the hunt for e-commerce gold
Diverse strategies this week from two big online brands, Napster and e-bookers. Reversing recent trends from many pureplay online brands, such as lastminute and dabs, to move into offline partnerships and limited high street exposure, travel site e-bookers has retreated to online. The travel stallwart has cut 15% of its staff and closed 10 shops across Europe in a move to cut costs and move more operations onto the internet.
In the opposite camp, former illegal download phenomenon Napster, back from courtroom drama, takeover and going legal, has announced a partnership with classic traditional brand, Dixons, which will see Napster being promoted in-store and pre-installed on Dixons-brand PCs.
In an increasingly cross-media world, such moves are typical of the strategies of maturing internet brands searching for the best media positioning to maximise revenues and reduce costs. Just don't expect to see Google on your high street quite yet...