Retail Excellence: Newegg.com: The Power of Marketing
NewEgg.com grabbed the industry’s attention last year by launching its national “Take it From a Geek” multimedia advertising campaigns, and ultimately compelling Best Buy to issue a cease-and-desist order for a television commercial that parodied its Geek Squad.
But the campaign had the opposite effect on consumers who flocked to Newegg.com where they increased the company’s registered user base by 20 percent, from 16 million to about 20 million; contributed to 2.5 million product reviews; and helped the company maintain its status as one of the top online destinations for IT, gaming and consumer electronic products.
The e-tailer is now tracking double-digit growth from $2.5 billion in 2011, which was up about 8.7 percent from 2010, according to Bob Bellack, the company’s former CFO. Bellack was was named North American CEO in February.