Laurie Sullivan

Irvine, California, United States Contact Info
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  • Mobile eCommerce Gains Consumer Buy-In

    MediaPost

    Sales on Guitar Center's mobile Web site doubled in the past six months. It generates between 3.5% and 5% of online sales, Kirit Sarvaiya, Guitar Center director of multichannel marketing, told MediaPost. The company began launching mobile services last year, but sales started kicking in six months ago. One of those services, Location Finder, supports location-based services through HTML5.

    Guitar Center has more than 220 stores across the country. Each has their own microsite. Consumers…

    Sales on Guitar Center's mobile Web site doubled in the past six months. It generates between 3.5% and 5% of online sales, Kirit Sarvaiya, Guitar Center director of multichannel marketing, told MediaPost. The company began launching mobile services last year, but sales started kicking in six months ago. One of those services, Location Finder, supports location-based services through HTML5.

    Guitar Center has more than 220 stores across the country. Each has their own microsite. Consumers who are willing to purchase online get specials not available in stores. Within two weeks, each store will have an option to run location-based coupon campaigns. The strategy aims to make the shopping experience local and social.

    Search engine optimization became a priority as Web site traffic on desktops and mobile rose. About 80% of Web site visitors come from search and links on social sites and blogs, Sarvaiya said. "We spend about several million dollars annually on digital advertising, but there's a point when you spend too much,"​ he said. "That's when conversion rates decline. You know it's too much if conversion rated don’t improve even with increased spend."

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